A running shoe launched after dark: city night runs filmed by the runners, scaled into an always-on campaign.
Campaign · Creators · Paid social
Night Miles.
Tallis had a fast new road shoe and a category that only advertised at sunrise. We took it out after dark, where London's run crews actually train.
The challenge
Every running ad looks like sunrise.
The shoe launched into a category full of golden-hour finish lines. Tallis was the smaller brand on the shelf, with a sixth of the media budget of the two leaders, and its own research showed that four in ten city runners train after 7pm. Nobody was talking to them.
The idea
Run when the city goes quiet.
Night Miles handed the camera to the runners. We recruited 14 run crews across three cities, gave each a kit and a phone rig, and cut their footage into the campaign. The night became the brand's own: dark film, street light, and the shoe's reflective heel as the brightest thing in frame.
What we made
A 60-second launch film, a 90-second crew cut and 240 vertical edits, nearly all from crew footage plus two nights of our own shoot.
- Launch film and crew cut
- 240 vertical edits for TikTok and Reels
- Night-only OOH on 38 sites along run routes
- Club challenge and crew kit
- Paid social bought between 19:00 and 02:00
Eight weeks in
We had the smaller budget and the better shoe. Loudwell made the night ours, and the crews still run in the kit.”
Hartline Records, 2025Heavy.#1UK album chart debut