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Lite Your Way

To be honest, most mornings you’d find us sleeping in until the last possible second. However, if we did run in the morning we’d want to be visible to everybody, especially cars and big things designed to eat up people who want to do their run. That’s why with a 360° reflective pattern, the Lite Show collection literally helps Lite Your Way (see what we did there?) The campaign is comprised of video, social content and point of sale assets, all created in the early hours of the morning and produced entirely in-house. So if this doesn’t help you get a jog on, we don’t know what will.


  • Client: Onitsuka Tiger
  • Managing Director: Sophie Mayer
  • Executive Creative Director: Leila El-Kayem
  • Creative Director: Gustavo Vieira-Dias
  • Executive Producer: Chris Seegel
  • Producer: Sophie Ulrich
  • DOP: Casey Campbell
  • CGI: Trixter
  • Date: October 23rd 2017