Campaign Overview

Salomon sought to reinforce their brand as a catalyst for personal growth and adventure through running. The campaign was strategically timed to align with the holiday season, when motivations for personal change are heightened and engagement in run clubs increases. Salomon aimed to attract a youthful, dynamic demographic, steering the brand perception away from traditional outdoor activities to a more modern, lifestyle-oriented approach.

The “Dusk to Dawn” campaign was strategically launched during the holiday season to leverage the period’s heightened sentiments around personal resolutions and new beginnings. As Art Director, I led the conceptualization and execution of this commercial for Salomon, aiming to position the brand within the burgeoning culture of runners and the evolving lifestyle aspirations of our target audience.

“Dusk to Dawn” combines narrative depth, emotional resonance, and cultural relevance to strengthen the connection between Salomon’s products and the target demographic, effectively empowering the brand within the lifestyle-oriented athletic market.

Creative Brief

This brief called for a campaign that captured the essence of running as a journey of personal growth, adventure, and social connectivity. The concept needed to resonate with the target market, while also appealing broadly during the busy holiday shopping season. The challenge was to integrate product showcasing seamlessly within a compelling narrative.

Research + Analysis

The primary demographic for the Salomon “Dusk to Dawn” campaign is defined as urban, lifestyle-oriented adults, predominantly aged 25 to 40. This segment, often referred to as “cultural creatives,” maintains a keen aesthetic sensibility, with a demand for functional utility in athletic apparel. They are typically embedded within the middle to upper echelons of the professional strata, utilizing running not merely as a physical regimen but as an integral component of a lifestyle that champions holistic wellness, encompassing physical, mental, and social well-being.

This audience is characterized by their early adopter status, often pioneering or swiftly integrating into emerging trends such as the surge in popularity observed in run clubs and lifestyle-focused fitness collectives akin to groups like Run Dem Crew or global phenomena akin to November Project. These groups not only engage in physical activities but also cultivate strong social engagements, fostering a blend of adventure, socializing, and personal achievement.

Cultural connectivity is paramount to this demographic. They tend to gravitate towards brands that offer both products and a supportive, dynamic lifestyle, a trait seen in companies similar to Outdoor Voices, which emphasizes community engagement and an active lifestyle. However, unlike Outdoor Voices’ lightly branded, minimalistic approach, the “Dusk to Dawn” campaign strategically sought to create a narrative that aims to embrace the raw, emotional intensity of the running journey—capturing the grit, drama, and volatility of its narratives.

Strategic Approach

The “Dusk to Dawn” campaign by Salomon employs lifestyle congruence by integrating montages of intimate and communal experiences into a narrative of triumph, enhancing the appeal of Salomon’s products through desirable lifestyle associations. This method amplifies the emotional and cultural relevance of the campaign, resonating deeply with the target demographic’s values and aspirations.

Temporal Dynamics: The campaign uses time compression to intensify emotional engagement, weaving a sequence of significant life events into a condensed timeline. This suggests that Salomon’s gear facilitates not just physical journeys but also personal and emotional transformations.

Emotional Resonance: By mirroring current fitness trends that emphasize personalization and connectivity, the campaign aligns itself with the audience’s lived experiences, converting Salomon’s products into symbols of the experiential richness of urban running.

Tangible Associations: The campaign makes the protagonist’s experiences tangible and familiar, deepening the audience’s emotional engagement with the brand by reflecting their reflections, aspirations, and community in the narrative.

Production

For the “Dusk to Dawn” campaign, I led the development of the initial treatment and played a key role in forming the production team. I selected a skilled cinematographer, an experienced director, and a well-established production company to ensure alignment of the team with the campaign’s creative goals and objectives. The selection process was thorough, choosing each crew member based on their specific skills and the unique contributions they could offer to the project. We consistently obtained client approval at crucial stages to ensure alignment and support across all decisions.

Implementation

The campaign culminated in a dynamic installation at Bloomingdale’s NYC, which featured a recreation of the run in immersive experiences that replicated atmospheric renderings of the commercial. This installation featured ambient lighting that mimicked the changing light from dusk till dawn and was integrated with audio elements to heighten the sensory nuances of the night run. The strategic timing of the installation during the holiday season maximized exposure to the campaign, allowing customers to physically and emotionally connect with the narrative and the brand, enhancing the overall impact of the campaign.