Wake up 4am every day? Run 30k under the rain? Climb endless hills? Runners with such mindset don't see it as obstacles, and in Brazil, outsiders label them as monsters. So based on the daily sacrifices tha runners go through to unlock their potential, we created a campaign that express those emotions. The words were constructed narrate feelings throughout a hard training. When the theme is ascent, the words goes up. In the long training, the copy is larger. In the short one, it explodes just like an intensive high heart rate frequency.