Strava needed to grow installs and get people to actually use the 30-day trial. Two different problems, different moments in the funnel, one creative system to solve both.

The Polyline was the answer. That connected-route graphic is the most distinctively Strava thing in the whole product, and it was being underused. We put it at the centre of the visual language, not as background decoration but as the symbol of what the app actually rewards: going somewhere.

Upper funnel ran on energy and colour. High contrast, fast-cut motion, built to stop a scroll. Lower funnel sharpened around the trial offer: same visual system, tighter message. The creative needed to feel like using the app, purposeful and alive, not like a banner ad for a fitness product.

+52% increase in app installs across Apple and Google Play.
+34% growth in new user registrations.

Role: Art Director 
Agency: Wpromote