Camp Strava 2024 — Progress, Together
Role: Executive Creative Director

My role as Executive Creative Director was to drive the creative vision for the keynote—leading a team of product designers, animators, and copywriters to deliver a cohesive narrative anchored in the product roadmap. I also oversaw live production and event design, from custom Camp Strava merchandise, stickers, and signage to the full experiential environment that brought the brand to life.


About the Event
Camp Strava 2024 was a live event that brought together over 400 athletes, explorers, community builders, brand partners, and cultural tastemakers to celebrate movement and set the stage for Strava’s next chapter. As Executive Creative Director, I led the brand vision and narrative for the event—transforming the company’s strategic evolution into an immersive brand experience under the theme “Progress, Together.”

The gathering marked a pivotal moment for Strava, signaling a renewed focus on community, inclusivity, and innovation. New CEO Michael Martin, formerly of Youtube, opened the event with an energetic keynote revealing Dark Mode—a long-awaited feature that symbolized more than a product update. It represented a complete overhaul of Strava’s 15-year-old codebase, setting the stage for faster iteration, a new culture of agility, and a platform designed to move at the speed of its global community.

Martin outlined Strava’s vision to connect the world through movement, anchored in two core priorities: building for women and leveraging artificial intelligence. Both themes came to life across every touchpoint of Camp Strava—from keynotes and product demos to storytelling moments that put real athletes at the center.

Built for Her

For the first time, Strava placed women’s experience at the forefront of its product roadmap. New features like Night Heatmaps—which visualize popular nighttime routes to improve safety—and Quick Edit tools empowering athletes to control visibility of sensitive data, emerged directly from community feedback.

AI and the Future of Performance

Strava unveiled Athlete Intelligence, a new AI-powered training summary that translates workout data into personalized insights, alongside a machine-learning activity feed designed to surface more relevant, meaningful moments. These innovations underscore Strava’s ambition to merge human connection with intelligent technology—turning raw data into storytelling that motivates movement.

Machine Learning

We’re also harnessing machine learning and AI to ensure our segment leaderboards remain fair and accurate. While some outlier entries are easy to flag, AI will help us identify the more nuanced cases—validating achievements like KOMs or QOMs based on an athlete’s unique performance profile. What’s normal for one rider might be an Olympic-level effort for another, and AI allows us to make that distinction with greater precision and fairness.

Dark Mode

The arrival of Dark Mode was introduced through a tongue-in-cheek, self-deprecating film—shot and developed by the in-house creative and marketing team as the perfect cherry on top of an epic event.