White Noise

  • Creative & production,
  • Strategy
  • Retail

With their popularity in the running community established, Saucony had their sights set on broader commercial appeal. They approached us to launch their White Noise collection, which combined patented technology with fashionable design.

The brand wanted a peak moment for the arrival of the new nine-piece collection of sports footwear as part of a campaign focused on the meditative effects of running that would continue to gain traction via their website and social channels. 

Within two weeks of the campaign going live, website visits grew by 26% compared to the previous year.

“It's not just one video we need to think about but how the different formats work across social media. We were really impressed with the amount of detail and depth that Hub have gone into.”
- Marketing Manager, Saucony

Our strategy

To open the campaign to a wider market and to extend its lifespan, we pitched a different idea to the one Saucony had briefed to us, which they loved. From here, we developed over 185 pieces of content for their website and social channels, translating key pieces into five languages for their pan-European customers.

We used an Oscar-winning, motion-controlled rig to get precise tracking shots of the shoes for product content and we created two commercials to target different demographics and appeal to both male and female runners. The brief centred on the different noises you encounter while running, so the crew recorded sounds of running across London and used a rickshaw to capture stabilised footage of runners in motion.



The results speak for themselves and Saucony was fascinated to be taken behind the scenes of what makes a successful film and to be immersed in the skill involved in conveying the right message in a succinct and visual way.