Genesis Advanced Technologies

Nov 24

Genesis Advanced Technologies - Made for Runners

Agency & Creative Team: Anthem Creative

Production Team: ARK Media

Genesis Advanced Technologies has developed a groundbreaking spring system for running shoes—designed to absorb energy on impact and return it during push-off. The result? A smoother, more efficient stride that reduces joint stress and helps prevent injury. Once you try them, you won’t want to go back.

Anthem Creative brought us on board to help bring their concept to life—capturing real people, real runners, and real reactions. To do this, we hit up a local Kelowna run club, handed out the shoes, and filmed as runners tested them for the first time.

To keep it authentic, we leaned into a more raw, handheld shooting style. The goal wasn’t to oversell—it was to let the product speak through the people using it. Their genuine responses, mid-run, are what make this video feel honest, relatable, and ultimately compelling.

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