Campaign Design ⁕ Illustration
Twin Cities Marathon: 10,000 Reasons to Run
The Challenge: Every runner has a different why, but marathon marketing often leans on generic athletic tropes. Twin Cities in Motion needed a campaign for their flagship weekend that felt deeply personal, community-focused, and accessible to everyone from elite athletes to first-time 5K runners.
The Solution: We developed “10,000 Reasons to Run,” a narrative-driven campaign that celebrates the diverse, inspiring motivations behind every participant. By centering the creative on real stories rather than just the finish line, we transformed the event into a collective celebration of purpose and joy.
🏆 Silver Award for Integrated Consumer Campaign - AdFed MN - The Show 2025
Copywriting: Angely Guevara
Creative Direction: Andrew Beckman, Becky Radecki
Train Wrap: Alxndr Jones
These illustrative badges each represent a unique reason to run, acting as the foundation for the visual system. From there, I created a collage-like mural combining the reasons to run, representing our community as a whole.
