PACE THEORY CAMPAIGN
A Conceptual Running Campaign Powered by Music and Motion
Role: Art Direction, Visual Design, Concept Development
Project Type: Conceptual Creative Campaign
Pace Theory is a self-initiated visual campaign exploring the intersection between movement and music. It reimagines running not just as performance, but as a personal ritual one powered by tempo, identity, and sound.
Through visuals, kinetic typography, and a sharp editorial aesthetic, this project positions the act of running as a design narrative in sync with the pace of youth culture.
CREATIVE DIRECTION
Inspired by the late-night energy of city streets, the campaign channels sonic frequencies into physical movement capturing the tension between stillness and speed. Each visual imagines a world where runners don’t just move through music; they move with it.
Campaign Posters
DIGITAL INTEGRATION: PLAYLIST EXPERIENCE
This mockup visualises how Pace Theory could integrate into a streaming platform as a music-driven campaign. Branded playlist artwork and kinetic type styling bring the visual identity to life within a real-world UI — where design meets rhythm.
Volume / 01 and 128 BPM contextualise the pace-focused listening experience.
Custom glyphs like add coded energy, referencing transitions in movement and sound.
The dark UI and neon visuals align with the campaign’s late-night urban tone.
