Sportsbeat’s collaboration with Abbott World Marathon Majors (AWMM) grew naturally out of our role as official video production provider for the Virgin Money London Marathon, one of the six events that make up AWMM.

In spring 2016 we were commissioned to produce a series of exclusive short videos capturing the experience of completing the London Marathon, with our content used to help power AWMM’s digital and social channels during 2016.

We worked with the AWMM media comms team to develop a series of creative ideas that reflected the ethos behind the event – which also includes the Tokyo, Boston, BMW Berlin, Bank of America Chicago and TCS New York City marathons – and would inspire current and aspirational runners to have authentic interactions with their brand.

This included sit-down interviews with some of the biggest names in world marathon running, as well as capturing the atmosphere and competition of each event for both the elite and everyday runners, set against the iconic backdrops London is renowned for the world over.

We were extremely proud of the work we contributed during the 2016 campaign, which included following several Six Star Finishers as they completed the final of the six AWMM courses, celebrating the million Virgin Money London Marathon finisher, and our London course guide with elite British runner Scott Overall.