HYROX
Progress Never Stops
2025
GRAPHIC DESIGNER
Designing motion into the everyday commute.
Working alongside OCD Studio, I helped develop a series of out-of-home concepts for HYROX’s Progress Never Stops campaign — a typographic-led visual system designed to bring the intensity of training into everyday public spaces.
The campaign explored the idea that progress is not confined to the gym or race day. Every commute, staircase, platform and escalator becomes an opportunity to push further. Using HYROX’s distinctive black and yellow palette as the foundation, I focused on creating a bold, minimal graphic language that felt immediate, athletic and uncompromising within busy urban environments.
Typographic Movement.
The creative direction centred around typography as the primary storytelling device. Large-scale messaging was stripped back to its essentials, allowing pacing, hierarchy and movement to carry the energy of the campaign.
To reinforce the feeling of momentum, I introduced a dynamic motion-infused treatment around selected areas of the type. The typography incorporates subtle heat-map distortions and motion trails that suggest acceleration, adrenaline and physical output. The effect references athletic performance, visually translating effort, speed and intensity into the static environment of OOH media.
This balance between sharp typography and controlled distortion created a system that could flex across multiple formats while remaining cohesive throughout the campaign.
Commuters as Athletes.
Several concepts reframed the daily commute through the lens of athletic performance. Escalators, underground corridors and station staircases became metaphors for choice, discipline and progression.
The Athletes and Spectators staircase concepts were built around a simple behavioural insight: commuters can either take the escalator and observe, or take the stairs and participate. By transforming public transport architecture into motivational messaging, the work blurred the line between spectator and athlete, positioning effort as a decision made in ordinary moments.
Oversized typographic interventions integrated directly into the environment helped amplify this narrative, using spatial graphics to physically guide movement through the space.
Interactive Competition at Scale.
To extend the campaign beyond traditional OOH placements, I developed a concept for a large-scale kinetic installation designed for high-dwell environments such as airports and major transit hubs. The idea centred around an immersive interactive “shadow wall”, a light-reactive digital display that mirrors human movement in real time through abstracted silhouettes and motion trails.
The installation invites travellers to physically engage with the campaign by racing against the silhouette of the current fastest participant, known as The Pacemaker. As users move through the space, the wall responds dynamically to their speed and motion, visualising athletic effort through heat-mapped light forms and kinetic graphics inspired by biometric tracking and HYROX performance data.
Designed to feel responsive and alive, the wall behaves almost like a pulse, reacting to human presence with rhythm, movement and energy. Between interactions, the display would transition into a live leaderboard system showcasing fastest times, rankings and challenge statistics, reinforcing HYROX’s competitive spirit while encouraging repeat participation.
Part experiential installation, part performance visualisation, the concept transforms passive waiting time into an opportunity for movement, play and social engagement , creating a memorable and highly shareable brand experience within the airport environment.