VIA Olympus 2
The VIA Olympus 2 was Altra's best-selling road shoe, and its launch deserved creative that matched the product's quality. During my time on the Altra creative team, I identified a consistent gap in the brand's visual library: strong standalone product photography. Most content featured runners in motion, but conversion-stage creative needed something different, imagery that let the shoe speak for itself. This launch was the first opportunity to act on that insight, and it became the foundation for an approach that carried forward into Lone Peak 9.
setting the mood
Consumer research at the time showed a blur in how audiences perceived Altra, as a shoe brand versus a general running brand. In response, the creative direction prioritized the product itself rather than defaulting to performance imagery. The goal was to let the VIA Olympus 2's design do the work, capturing its sleek silhouette and colorways with the same intention usually reserved for fashion and lifestyle brands.
the shoot
The concept, developed in collaboration with Art Director Alyssa Bruno, centered on a group run from park to brewery, capturing running as a social and cultural experience rather than a purely athletic one. Bringing in the Torin 7 as a supporting style enriched the narrative and produced evergreen content that could extend beyond the VIA launch for broader Altra promotion. For styling, a designer on the team created custom one-off shirts that dressed the runners in Altra apparel from head to toe, subtle enough to feel authentic, intentional enough to reinforce the brand at every frame.
paid media
From shoot to screen, the paid media brought the product clarity through to channel. Assets were designed to showcase shoe features, key visuals, and colorway options across launch, with a system built for flexibility across formats and placements.
my role
Collaborated on concept development, location scouting, and styling direction. Led art direction and design execution for paid media.
art director
Alyssa Bruno
photo
Michael Altobello
video
Josiah Roetker
copy
Kelly Hernandez