Start a project Case study / Content Production
Showing the community behind the brand. City Park Runners is more than a retail store, and the content needed to feel like the group runs, race days, local partnerships, and people around it.
The challenge
It is easy to fall into the same shots of shoes, treadmills, or people running past the camera without showing what makes a local running community different.
The goal was to create work that felt active, social, and grounded in the people around the store, including the smaller interactions before and after a run that make the community feel welcoming.
The approach
I approached the work with a documentary-style mindset rather than over-directing every frame. Wider shots show the scale and energy of an event, while tighter moments make the finished work feel personal.
The production still needed to look polished, but it could not lose the feeling that you were actually there.
The work
The work has included group runs, community events, race-day coverage, product demos, shoe launches, Pride Run, photography, short-form video, and event recaps.
Much of it happens live, with very little control over what comes next. Flexibility and attention to the moments around the main event are a big part of the production process.
Palette's role
Event coverage
Race days and community events are where the culture around City Park Runners is easiest to see. The work captures the movement, energy, and people around the day without losing the smaller moments that make it feel personal.
The outcome
The result is a growing library of work that presents City Park Runners as more than a place to buy running shoes.
It shows the people, events, and community that make the brand feel alive, with content that is useful for social without losing the atmosphere that made the moment worth filming.
Have a story worth capturing?