This was personal. I've been running with Los Corridos since early 2024, and I know who these people are. They're humble, they're caring, they show up for each other week after week. And I wanted to make something that captured that in a way that went beyond the usual social media content of warm-ups and group selfies.
As Creative Director and Producer under Izzy & Co. Studio, I built a story around Alex, the group's leader, running solo at dawn. We had a 6am call time to catch blue hour, that fifteen-to-twenty minute window before daylight takes over. You see Alex alone at first, and you hear his voiceover about why he started running. It wasn't about the miles. It was about what was missing: community. Then the group comes in, and suddenly it all makes sense.
I took direct inspiration from Nike and Reebok. I wanted to bring that level of production to a local running group that deserves to be seen that way. Because at the end of the day, these are real people doing something real, and it should look and feel as big as it is to them.
