The only club with a 6 a.m. dress code

A running store's Sunday club, sold like a nightclub. Film first, shot before dawn on real corners.

Film

Client
Mile 26 Running
Year
2025
Channels
film, social, 6-sheet
Line
The only club with a 6 a.m. dress code.

Mile 26 runs a free Sunday club from its three stores and wanted more people at it. The film is thirty seconds of a street corner at six in the morning, breath showing, and the line. It ran on local streaming and as cutdowns on social, with 6-sheets on the routes the club actually runs. Club attendance went from about 40 a week to 160 by the fall.

Credits: creative direction and copy Rosa Delgado, art direction Kwame Boateng, strategy Tessa Whitmore, production and media Luis Ferreira.

05 mile26 still
05 mile26 kv
Poster version: the shoes on the mat.
05 mile26 billboard
48-sheet on the club's Sunday route.
05 mile26 shelter
6-sheet at the meeting point.
05 mile26 spread
Print run in the race programs.
05 mile26 post
Square cut, Sunday morning post.
05 mile26 story
Story frame, posted at 5:45 every Sunday.
05 mile26 detail
Detail. The mud was from the first shoot.
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