AMP was approached by the Boston running brand to collaborate on the modernization of its visual identity across its range of road, track, and trail products. Upon reviewing Saucony's existing brand guidelines and image library, it became evident that there was a need to feature runners who were relatable to both amateur and elite running customers, rather than relying solely on athletic fit models from agencies. Our goal was to cast individuals of all ages and body types from local running stores, clubs, and our extended network. This approach allowed us to take our campaign productions to locations like Las Vegas or Denver, hiring runners with varying skill levels to suit the product's narrative, terrain, and shoe technology. Our content library gave Saucony a distinct advantage in a competitive field, showcasing real runners from their own communities.