The Challenge
The Chase was a single race on a single loop. One start line, one finish, one chaser, predictable peaks. The Chase Continues was a scavenger hunt. Teams of three, colour-coded wristbands, three hidden checkpoints scattered across Friedrichshain, sporting tasks back at Home Base between every stage. Hundreds of runners moving in different directions at the same time, on routes they were choosing themselves as they went. And the deliverable brief hadn't changed. Zalando still needed a full activation package to spec. PUMA still needed the Deviate NITRO on real runners in real conditions. FPC still needed community assets and a spotlight film that felt like it belonged to the crew. Same three packages. Half the predictability.
Our Strategy
Home Base was the anchor. Every team came back three times. After every checkpoint, for jumping jacks, air squats, push-ups. That made it the one place where energy reliably peaked and where every participant passed through the frame more than once. Product on feet under load, faces mid-effort, group shots that weren't staged because nobody had time to pose. Away from base, we positioned at the checkpoints rather than chasing teams through the streets. We knew where they had to arrive and roughly when, which is where the reaction shots live. The relief, the argument about direction, the wristband going on. Everything was framed to Zalando's specs during the event, not cropped down after. That's the only way a day you can't reset produces retail-grade assets.
The Results
Zalando received the full activation set across onsite, offsite and Brandhome placements, framed to spec during the event. PUMA got the Deviate NITRO where it needs to be seen: on real runners, mid-effort, on Berlin streets rather than a studio floor. FPC got portraits, group shots and event imagery the crew shared to their own feeds, plus a dedicated spotlight film about the community itself. The takeaway: Coverage isn't about following the action. It's about knowing where the action has to come back to. We read the format before the day and shot the structure. Which is why a dispersed scavenger hunt still produced a retail-grade package.
