Reebok: Hands

Working out means getting stronger, leaner and fitter - but ultimately, becoming a better, kinder and more connected person. That's the powerful message in this new campaign for Reebok out of San Francisco agency Venables Bell & Partners, which evolves the sports giant's Be More Human tagline.

Helmed by Bullitt's Diego Contreras, the trio of films explores the physical blemishes – from calloused, scarred hands to a knackered pair of running shoes – on which life stories are written. Hands [above] is a gritty examination of people pushing their bodies to their physical limits, while Mom [below] takes a more tone with the story of a little girl who discovers her mother’s fitness sneakers when trying on heels in her closet. 

The final film in the series, Slide [below] follows a man who turns to running in an attempt to rebuild his life after a traumatic relationship break-up.