(5.0) Project Info Each year, Chamonix becomes the stage for the Ultimate Trail Mont-Blanc (UTMB) — one of the world’s most iconic trail-running events. It’s where elite athletes and passionate runners gather to test their limits against the raw beauty of the mountains. For this edition, Nike asked us to create a campaign that would add energy on the ground, inspire participants, and celebrate the launch of their latest trail shoe: the Ultrafly. a) Our approach was rooted in movement, exploration, and a bit of fun. We designed a digital scavenger hunt that encouraged runners to discover Chamonix in a new way. By scanning QR codes at Nike’s chalets, participants received location-based clues that guided them through the area. At each stop, they unlocked questions and progressed toward an exclusive reward — blending physical activity with discovery and competition. b) The Ultrafly took center stage at Nike’s Athlete Camp, nestled among a series of distinctive, character-filled chalets. Our goal was to seamlessly weave the shoe’s bold visual identity into the activation, making it both a backdrop and a beacon. The result was a playful and immersive experience that echoed Nike’s spirit of innovation, movement, and community — turning Chamonix into more than just a race destination, but a place to connect, explore, and be inspired.