COROS and Battery turn running anxiety into psychological horror
The new campaign from COROS, which takes an unusually dark turn for the launch of its special-edition Pace 4 watch.
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The new campaign from COROS, which takes an unusually dark turn for the launch of its special-edition Pace 4 watch.
Created by agency Battery and starring Olympic champion Jakob Ingebrigtsen, Fearless rejects the polished motivational tropes typical of athletic wearables advertising in favour of psychological horror, exploring the fear, doubt, and mental pressure behind elite endurance through a cinematic thriller-style brand film.
The campaign was inspired in part by Ingebrigtsen’s own public reflections on fear and resilience following a traumatic childhood, giving the work added emotional depth beyond traditional sports marketing.
The global campaign launches across North America, Europe, and Asia on organic and paid social, including Meta, TikTok, YouTube, and the COROS website.
Credits
View on- Agency Battery/Los Angeles
- Chief Creative Officer Philip Khosid
- Talent Jakob Ingebrigtsen
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Battery/Los Angeles
- Chief Creative Officer Philip Khosid
- Talent Jakob Ingebrigtsen
“We saw a unique opportunity to break from what die-hard runners typically expect from this category,” said Phil Khosid, Co-founder and Chief Creative Officer at Battery. “As runners ourselves, we didn’t want to rely on the usual performance tropes. Instead, we leaned into the psychological side of racing - the tension, doubt, and internal pressure that only serious runners truly understand. It was important to really tap into those emotions and reframe fear as fuel.”
"From the production side, we knew Fearless couldn’t feel like a traditional product spot. The goal was to create a film with real emotion, atmosphere and tension- something that reflected the psychological side of competition. With Fearless, Battery helped us build that story of confronting fear, while still keeping COROS grounded in performance and authenticity." adds Lewis Wu, CEO and Co-founder of COROS.
"This is my longest period of interrupted training. I have always seen myself as a fearless person, but I am now learning more about what fearless means to me. There are always distractions and things trying to disrupt what you’re doing, but you need to stay focused on the main goal. What really matters is showing up and facing it. You still have to give 100%." added Ingebrigtsen.
