Run Against Bullying — From Idea to Finish Line

Some projects are about creating a campaign. Others are about creating an experience.

A few years ago, I worked on Run Against Bullying, a race created together with Vitamin Well and Mikkel Hansen to bring people together around an important cause: standing up against bullying.

My role covered the project from the early planning stages all the way to race day. In practice, I acted as the creative lead across the entire experience—making sure the idea, communication and physical event came together as one coherent concept.

I was responsible for the full race preparation, including the sign-up experience, route planning, timing, event communication and marketing, as well as the visual and practical details surrounding the race itself.

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It meant thinking beyond how the event should look. I had to think about how people would discover it, understand it, sign up, arrive, navigate the course, experience the race and ultimately connect with the purpose behind it.

Working with Vitamin Well and Mikkel Hansen gave the project a strong platform, but the challenge was turning that platform into something people could actually participate in and feel part of.

From the first communication to the markings along the route and the atmosphere on race day, every touchpoint contributed to the same experience.

For me, Run Against Bullying became a great example of what creative direction can look like outside a traditional campaign: combining concept, branding, communication, logistics and live experience—and carrying an idea all the way from planning to the finish line.