Columbia Sportswear European Campaign - The magic of the UTMB

Account directed European influencer campaign for Columbia Sportswear, taking urban active talent to the most iconic trail running event in the world, UTMB. This August, TCO worked with Columbia Europe to document the world-famous UTMB trail running race through the eyes of cultural influencers AJ Odudu, Monica Carvalho and Lucile Woodward. Aiming to broaden the reach of the competition outside it’s core trail running community, the campaign shines a light on the incredibly eye-opening experience, from sunrise hikes to midnight runs, we saw awe-inspiring athletes conquer one of the hardest races in the world. We were tasked with identifying culturally relevant talent from the UK, France and Germany, all of whom had an active interest in the outdoors but had never experienced a race like this before. Each talent documented their personal experience of the event, host and presenter AJ Odudu observed the grit of the athletes, photographer Monica Carvahlo created breathtaking photomontages exploring the juxtaposition between the landscapes and the participants and Lucile Woodward followed the every day women to inspire her audience, that with determination anyone could take part. All of the talent were so affected by the event they produced and shared additional content on their social channels all driving followers back to the Columbia Europe account.