Creative Director & Copywriter
Creative Director & Copywriter
CLIF Bar might provide the energy to feed adventure, but a marathon runner’s personal mantra is what keeps them on pace for 26.2 miles. To help feed marathon participant’s spirit, we built a live, digital installation that allowed marathoners from Boston to LA to not just recite their mantra, but experience it.
Using an iPad at premiere marathon’s across the US, we invited marathon runners, their families and their friends to write the words (or images) that help them stay on pace, transforming their mantra into a virtual adventure.
Using kinetic mats, users controlled their experience. As they moved on the mat, their virtual avatar ran through a randomly generated forest, desert or magical universe filled with woodland creatures and the occasional unicorn.
After running their mantra, participants were given a poster to take their mantra-world with them.
People all over the world could join along and run their Mantra at clifmantramaker.com. Likewise, visitors could get inspired by the best mantras displayed in our online gallery.