14 years ago, Dubai Holding organised the first vertical run in Dubai - a race up the 1334 steps of Jumeirah Emirates Towers. As it was a novel idea, filling registration was easy. But now, there are vertical runs up towers all across town. So in 2016, to get at least as many sign-ups as 2015, Dubai Holding SkyRun had to break away from the pack and stand out during race season. The event poster in gyms and fitness centres was still crucial, but this year, SkyRun’s poster had to work even harder to get noticed.

The die-cut was a simple, inexpensive way to transform the medium and grab attention in a few key locations. We created A2 prints and placed them in high-traffic areas - not just fitness centers and gyms, but also in the busiest business towers and business hubs.