West of Here was asked to support an Apple Beats campaign for the 2019 Shanghai Marathon that spotlighted local athletes and connected authentically with China’s evolving streetwear and fitness culture. The brief called for cinematic storytelling grounded in real narratives from Beijing and Shanghai running communities.
objective
West of Here was brought on for our deep understanding of the China market. We consulted on campaign strategy and oversaw production in both Shanghai and Beijing—identifying local talent, scouting site locations, and sourcing a culturally attuned director to lead the shoot.
The final deliverables included a one-minute hero film and four athlete-focused spots, each portraying a runner’s unique rhythm, routine, and inner drive. We managed the full pre-production process, served as on-site agency producer, and coordinated post-production with Beats’ team in Los Angeles to ensure seamless delivery across markets.
solution
Shanghai Marathon
Apple Beats
Director Cut
Client Cut