Saucony Triumph 22

Rosie Lee Creative
Against Time

Client:
Saucony Global
Team:
James Nelson
Matt Divita
Toby Knight
Victoria Jenssonnie
Photographer:
Paulsta
1st Assistant:
Eu Jin LeePA: Erik Morales
Talent:
Nichole Ricketts, Derek Chan, Jana Abaskalova, Marwan Ali
Compositing and Retouch:
James O’Neil
Retouch:
Sinisa Savic


For the launch of Saucony’s Triumph 22, featuring their latest PWRRUNPB cushioning tech, we wanted to capture the sheer joy of running and translate that into dynamic, real-world visuals. Working with photographer Paulsta, we set up shop in The Highline, Brooklyn, and the Meatpacking District. Working with with the teai, i used my wxpwirce with  AI to visualise our ideas, we worked closely with the client to lock in the details before taking on the production and art direction of the shoot.
        The goal? To create visuals that feel authentic and relatable for everyday runners. We aimed to make the campaign energetic and fun, which is where the smiling emojis came in. They added a playful vibe and gave the key visuals some extra punch. Alongside the lifestyle shots, we also did a studio shoot to get those close-ups of the shoes, combining them with AI-generated expressive foam to really highlight the star of the show—the cushioning.
        The campaign’s tagline, "The Feeling of A Better Foam," was brought to life with a CGI foam effect on the midsole, making it the focal point. We played up the contrast between the soft, cushioned feel of the shoe and the hard, gritty urban landscapes of New York.
        The emojis, a mix of AI animated for the campaign teaser, which we also integrated into the design of Saucony’s stand at the London Marathon. It added a fun, interactive element that pulled people in.
        The Triumph 22’s superior cushioning makes every run a pleasure, and that’s exactly the vibe we wanted to convey in the campaign. Through the visuals, key shots, and animations, we connected with Saucony’s core audience—the everyday runner.





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