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Project information

The brand spirit of VivoBarefoot is one of rule-breaking, of being at your edge in nature and connecting to your surroundings through your feet.

To bring the feeling of being an outsider to life, Sourcy developed the creative and produced 3 films with individuals and charities identified as sharing this renegade ethos; Rhiane Fatinikun of Black Girls Hike; Carl Adams of Primal Roots and adventure-writer and endurance athlete Jenny Tough (yes, that’s her real name).

This campaign was shot across three UK locations; Manchester & the Peak District for Black Girls Hike, in green spaces around Ashford with a group of recovering athletes for Primal Roots and up the highest hills we could find across the Lake District trying to wear out Jenny Tough.