Project 222 begins with Josh Kerr’s audacious dream: to break the 27-year old world record in the mile.
World Champion and Brooks Athlete Josh Kerr set out to break the men’s world record in the mile with a time of 3:43 (222 seconds).
In the four months leading up to this big event, our team concepted, captured, and assembled all of the storytelling surrounding this impactful moment in sports history: a four-episode content series, dozens of social-first assets, reactive content for the big event, and a robust photography library—all on a lean budget.
Every step of the way, our goal was to authentically capture Josh's journey leading up to his shot at making history.
None of this would have been possible without our incredible production partners, Rising Story with Director Mathis Decroux and photographer Andrew Maguire with his DP Jordyn Romero.
The Announcement
The first portion of Project 222 involved crafting teaser and announcement around Josh’s bold attempt. Our team connected and planned this production in less than 10 business days — to take place where Josh grew up: Edinburgh, Scotland.
Production took 4 days total, with 2 days of shooting and 2-days of quick-turn edits to build these pieces of content. The aim was to capture both content to support the big announcement of Josh’s bold goal and capture everything we might possibly need for the upcoming content series.
We proved that Josh isn’t the only one who knows how to move fast.
Episode 1: The Vision
Episode 1 - social content
Our team created bespoke social-first content to support each episode’s release. The assets below were used across various Brooks Instagram and YouTube channels, along with Josh’s Instagram.
More to come with the release of the rest of the content.