Reebok | Be More Human Experience

Reebok has evolved into a fitness brand in recent years. The "Be More Human" campaign for them was based on a simple strategy. Our audience truly believe that physical activity makes you a better person in almost every way. At the center of this campaign was the Be More Human Experience. The site features content and experiences dimensionalizing what it means to Be More Human. ** I moved to a new agency before the completion of this project. The final touches were completed by the very talented Michael Sison and Jody Horn.

fitness.reebok.com/be-more-human

Be More Human | Gray Matters

Study after study has established that physical activity contributes to mental strength and fortitude. This experience was designed to bring this to life, and show some of the more impactful findings in an easy to digest way.

fitness.reebok.com/be-more-human/#/page/gray-matters

Be More Human | Human Score

Here it is. The Human Score. A single test designed to quantify your human-ness. A bold and absurd objective, indeed (one only a bunch of curious, forward-thinking humans would endeavor to create).

fitness.reebok.com/be-more-human/#/page/human-score

Be More Human | Badges of Honor

We are not perfect, regardless of how much we try. We struggle, we break, we bleed. This is all part of the journey. It is proof that we are pushing hard. Proof that we improving. Our ugly post-workout flushed and sweaty faces are points of pride. Our bleeding cracked skin is evidence of the effort we are putting in.

Badges of Honor was a gallery aggregated from our hash tag #BadgesOfHonor, full of people showing off their ugly post workout scrapes, bruises, cuts, and general ugly with pride.