Experience Launch
Director: Kody Kohlman
Director of Photography: Kody Kohlman
ACD Writer: Matt Mackenzie
ACD: Michael Emmerson
Creative Producer: Tyler Gorky
Experience A New High is a big idea campaign to get new eyeballs on Altra.
The communication of Experience A New High is to promote running as an alternative to cultural norms.
This campaign is an alternative to drug culture, not adjacent to drug culture.
In copy, we're borrowing from the language of the culture to create eye-catching and thumb-stopping assets.
Visually, we're showing the runner's high through human emotion, run lifestyle and product shots layered with playful illustrations (comparable to doodles) PLUS high contrast light elements to mirror the feeling runners get when they experience the runner's high.
Dopamine Dispensary
Experience A New High – Altra Campaign
With every great idea comes even better activations. Experience A New High is a bold, culture-jamming campaign designed to capture new attention for Altra by reframing the euphoric sensation of running. Not adjacent to drug culture—but an intentional alternative—this campaign invites runners to chase a different kind of high.
We use the language of the culture to grab attention, then flip expectations. Visually, the campaign blends raw human emotion, run lifestyle, and product photography with energetic doodles and high-contrast light flares—mirroring that rush of dopamine runners feel when everything clicks.
And then there’s the Dopamine Dispensary—a traveling pop-up retail experience built to break the algorithm and drive conversation. This custom trailer will hit the road in summer 2025, making stops at iconic locations like Red Rocks, trail races, Fleet Feet stores, and more. Inside: limited-edition gear, loud vibes, and a curated hit of runner’s high. Social media buzz is already building.
This is more than a campaign. It’s a movement powered by motion.
Behind the Scenes
Behind the Scenes – Experience A New High
Every great campaign is powered by the people behind the lens. These behind-the-scenes moments were captured during the shoot for Experience A New High, filmed on location in Portland, Oregon.
From early trail call times to building out surreal lighting setups, this shoot was a true team effort. The cast brought the emotion. The crew brought the magic. And the result? A campaign that looks as good as it felt to make.
Swipe through to see the energy, grit, and creativity that fueled this one.
