To captivate both runners and spectators, WHOOP went all out for its first big OOH execution, leaning into its origin story to cheer runners on along in the final mile of the iconic Boston Marathon.
My Role: Design
Video: Zack McCabe & Chase McCann
Copy: Brice Rothenberg & Libby Aurigemma
WHOOP HQ is situated at the final mile of the marathon. We decided to use the side of the building to give runners the last push they needed to finish their race strong. WHOOP's name was chosen because of how it sounded like a cheer to amp athletes up in the most pivotal moment of their sport.
And the sound you hear most often at a big marathon? It's the sound of cheers and screams. Almost like everyone is already screaming "WHOOOOOOOP!" So, we leaned in and put it on what would ultimately become the biggest sign in Boston.
We used a stock aerial image of a hoard of runners making their way along the course, and paired it with a big, bold, condensed version of our normal brand typeface, Proxima Nova. This marked the first time we used an alternative version of our typeface, and it felt appropriate so the type could live up to the moment.
The colors we used were our normal brand colors, which happened to also lean into the de-facto blue and yellow theme behind the Boston Marathon.
Pair the photo, the color, and the type together and you get the identity we used across our social and OOH placements for the race. We had not just the building wrap, but also digital OOH in train stations and static posters in the trains themselves.
We captured social content during the morning of the race to make sure the entire city knew that WHOOP would be there showing out for the final mile.
Stickers and other signage was created to further cement WHOOP's takeover of Kenmore Square and add to the hype throughout the day.