Running Gently — Max Young — Creative Director & Brand Strategist

I'm Max, a Creative Director and Brand Strategist based in Vancouver, BC. I build brands rooted in research and strategy across sports, outdoor and mission-driven organizations. Through strategic insight and bold creative, I help brands connect authentically to their audiences.

APPROACH

CV

The North FaceRunning Gently

BACK

The North Face & IWO
Running Gently (Weweni Bimibatoo)
 Creative Direction
 Script Development

THE CHALLENGE

Both The North Face and Indigenous Women Outdoors needed a way to deepen their brand connection to authentic, community-rooted storytelling, rather than relying on traditional product-led content.

THE INSIGHT

Real credibility with a community comes from centering its stories, not the brand. Melissa Arnott's relationship with trail running, culture, and land offered a story impactful enough to carry The North Face’s brand message on its own.

THE APPROACH

Weweni Bimibatoo — Running Gently, a short film directed by William Biname and produced by Charlene Brochu, followed Melissa's journey reconnecting with herself, her culture, and the land through running. An accompanying article, which can be read here, extended the story's reach beyond the film itself.

THE RESULT

The film has screened at multiple festivals, including the 2024 Vancouver International Mountain Film Festival, where it was added to the festival's Best-of-VIMFF shortlist, generating earned recognition and visibility for both brands beyond their existing audiences.