Brief: To highlight that running is an essential part of all play.

Rational: Running is a cradle-to-grave obesession for serious runners. Insights and common threads in the running community are lost on outsiders, and hard-core runners are fine with that."Life" uses a runner's life to highlight the joys of running as well as the things that runner's love being able to call their own.Target: Runners, recreational or hardcore, who take their sport seriously.