In a crowd of sports brand campaigns for running shoes, sports gear and clothes comes one that doesn’t feature any. It follows Tim Tollefson, professional ultrarunner and former US national team athlete, in the role of a caveman.
The campaign explores one of man’s oldest instincts, running. Because even though today we run with watches, gels, and advanced gear, the drive behind each step is the same as it was thousands of years ago.
It wonders why we run. The campaign film, directed by Filip Nilsson, is a humorous way to portray the feeling of freedom you get when you run.
“There’s something deeply human about running. It’s more than a sport – it’s a way to feel alive. Stepping into this role was both physically demanding and mentally close to my own experience of running,” stated Tim Tollefson.
The film also reflects Craft’s belief that running should feel free and instinctive – across any surface and supports the brand as pioneers in the “road-to-trail” category, inspiring runners to move beyond limits, whether it’s on roads, trails, or anything in between.
The caveman transformation was created by special effects artist, Arturo Balseiro, known for films like Pan’s Labyrinth and Hellboy. “We wanted to make a film about why we run in the first place. We know there’s something more to it. Something that’s felt rather than explained. And that’s exactly the feeling we wanted to capture,” commented Niklas Moberg, head of brand at Craft Sportswear.
Credits:
Creative Agency: Forsman & Bodenfors
Creatives: Karl Risenfors & Julia Holtback Yeter
Account Director: Ewa Edlund
Designer: Jerry Wass
Agency Producer: Åsa Hammar
Client: Craft Sportswear
Head of Brand: Niklas Moberg
Creative Director: Daniel Högling
Head of Marketing: Nicolas Peyrau
Production Company: PINE Film Production
Director: Filip Nilsson
Executive Producer: Adam Holmström Meinking
Producers: Victor Lindström & Johan Lindström –
Director of Photography: Jasper Spanning
Camera Operator: Myron Mance
SFX Make-up: Arturo Balserio
Service Production: 24/7 Mallorca
Service Executive Producer: Richard Webb
Service Producer: Mario Padilla
Editor: Ben Canny @ Art Official Agency
Grade: Oskar Larsson @ Tint post
Sound Design: Calle Buddee Roos @ Ponytail
Online: Mikael Pettersson @ Tint post
VFX: Tint
Music: Joakim Åhlund & Les Big Byrd – I used to be lost but now I’m just gone
