Over the years, the Reykjavik Marathon has evolved from a race into a platform for participation and fundraising. One of the defining moments in its history was when Fríða Bjarnadóttir became the first Icelandic woman to take part, a symbolic “first step” that inspired the campaign.

This idea became the foundation for the concept “First Run”, an ode to the many first steps that shape the event. Whether it’s running for the first time, supporting a cause, or showing up for someone else, every journey begins somewhere.

To shift the focus from the race itself to the reasons behind participation. The campaign aimed to highlight the diversity of motivations, from personal goals to fundraising for others, and position the marathon as something people take part in on their own terms.

The campaign centred on the idea that every run starts with a first step, but those steps are driven by very different reasons.

Through film, we captured a range of emotional and relatable moments drawn from the history of the marathon. Some run for themselves, others for others, and some participate without running at all. Together, these stories built a broader picture of what it means to take part.

The campaign resonated strongly, reinforcing the marathon as both a personal and collective experience. It achieved record-breaking pledge fundraising across both years it ran and won Best TV Ad of the Year at the Icelandic Advertising Awards 2024.

I led the ideation in close collaboration with the Creative Director, shaping the core concept and overall visual direction of the campaign.

The production spanned multiple locations and formats, requiring a flexible approach across both film and photography. I art directed the project end-to-end, working closely with directors, photographers and production teams, while also guiding and collaborating with a graphic designer within the team to ensure consistency across all outputs.