Using the global My World. My Rules. campaign mechanic, we challenge the misconceptions surrounding women in extreme performance sports. Through their real experiences, we reveal the assumptions they face — and how they've rewritten the rules of their world.
Our localized expression of My World. My Rules. shifts the tension to how we define performance. Instead of focusing only on the hour we train, we show how performance is built through every other hour of a woman's world — because the workout isn't separate from life, it's part of it.
This edit brings both expressions of My World. My Rules. together — the global tension around the expectations placed on women, and our localized tension around how performance itself is defined. Together, they show women challenging both the rules around them and the rules of performance.
We take the global My World. My Rules. tension beyond sport and into everyday culture — challenging the misconception that directing, and being behind the camera, isn't a space for women. It opens the platform to a broader audience, showing that the rules women are rewriting exist far beyond the world of sport.
We introduce our three women through glimpses of their worlds, challenging the labels that define them — 'I don't become a driver when I get behind the wheel. I don't become a runner when I start running.' A first taste of My World. My Rules., building intrigue towards the full campaign launch on October 15.
A softer, more considered expression of My World. My Rules., designed for longer-form digital storytelling. Music drives the emotion while supers carry the narrative even without sound, bringing the global tension — the world wasn't built for us, so we build our own — into a more intimate layer of the campaign.
