HotShot: Unfinishers Campaign

For some the finish line is enough. But not us. We have unfinished business. We are never done. Each finish line is a starting line. Every PR is temporary. Every race is preparation for next year. We always keep going. We are bigger than the course. We are crazier than the competition. We are tougher than muscle cramps. We are the Unfinishers.

This was a 360 campaign for the product launch of HotShot--a shot used to prevent and relieve muscle cramps for athletes. We focused on the emotional stories of athletes who had "unfinished business."