Builtforthecity.Wornforthenight.

Drift had built a strong product but their ads were stuck on product close-ups. They wanted to break out into lifestyle territory without losing the 'made well' DNA.

Lifestyle creative in footwear is a cliché trap. We needed to build narrative that felt aspirational but specific to Drift's city-runner positioning.

Filmed a 3-day shoot in Sydney's CBD between 11pm-2am. Built one hero 30s spot, four 15s cuts for YouTube, and 12 vertical edits for Meta/TikTok. Performance Max picked up the AI lift.

Click-through up 68% vs prior quarter. Brand-search lift of 41% week-over-week during campaign window.