What happens when we go with our instincts? That’s the theme in Craft Sportswear’s new brand film, visualising something we’ve carried with us since ancient times. Because even though today we run with watches, gels, and advanced gear, the drive behind each step is the same as it was thousands of years ago. It’s one of humanity’s oldest instincts.
In the film, developed by the creative agency Forsman & Bodenfors, we follow Tim Tollefson, professional ultra runner and former member of the US national team, in the role of a caveman. We follow him on an epic run, from the wilderness to the city. A humorous way to portray the feeling of freedom you get when you run.
“There’s something deeply human about running. It’s more than a sport – it’s a way to feel alive. Stepping into this role was both physically demanding and mentally close to my own experience of running,” says Tim Tollefson.
The film also reflects Craft’s belief that running should feel free and instinctive – across any surface. As pioneers in the “road-to-trail” category, Craft continues to inspire runners to move beyond limits, whether it’s on roads, trails, or anything in between.
Directed by Filip Nilsson, and the caveman transformation was created by special effects artist Arturo Balseiro, known for films like Pan’s Labyrinth and Hellboy. The result is a film that isn’t about performance or specific products, but rather conveys the feeling of freedom in running.
“We wanted to make a film about why we run in the first place. We know there’s something more to it. Something that’s felt rather than explained. And that’s exactly the feeling we wanted to capture,” says Niklas Moberg, head of brand at Craft Sportswear.
Credits
Forsman & Bodenfors
Karl Risenfors – Creative
Julia Holtback Yeter – Creative
Ewa Edlund – Account Director
Jerry Wass – Designer
Åsa Hammar – Agency Producer
Craft Sportswear
Niklas Moberg – Head of Brand
Daniel Högling – Creative Director
Nicolas Peyrau – Head of Marketing
PINE Film Production
Director: Filip Nilsson – Director
Adam Holmström Meinking – Executive Producer
Victor Lindström / Johan Lindström – Producers
Jasper Spanning – Director of Photography
Myron Mance – Camera Operator
Arturo Balserio – SFX Make-up
Service Production: 24/7 Mallorca
Service Executive Producer: Richard Webb
Service Producer: Mario Padilla
Editor: Ben Canny / Art Official Agency
Grade: Oskar Larsson / Tint post
Sound design: Calle Buddee Roos / Ponytail
Online: Mikael Pettersson / Tint post
VFX: Tint
Music: Joakim Åhlund / Les Big Byrd – ”I used to be lost but now I’m just gone”
