We worked with Ourea Events to deliver a multi-day content campaign around the Dragon’s Back Race, one of the world’s toughest mountain running events.
Capturing daily episodes throughout the race, the project focused on storytelling that built anticipation, showcased the scale of the challenge and elevated the prestige of the event. Through a mix of on-course coverage, athlete stories and cinematic landscapes, the content was designed to drive demand for the 2026 race, support sell-out entries and grow a waiting list.
Alongside this, the campaign created opportunities for brand partnerships and helped inspire a wider audience to engage with the event, including entry-level routes such as the Hatchling course.
2025
Wales, UK
Director: Jimmy Hyland
Producer: Elena Melton
