NNormal, the trail running brand co-founded by world-renowned mountain athlete Kilian Jornet, has grown rapidly since launching in 2022. After a few collaborations, I joined the team in 2025 to take care of all things copy, from newsletters, landing pages and product storytelling to film scripts, activations, and campaigns.
Cadí takes its name from the Serra del Cadí, where the first film in our series begins. We follow industrial design engineer Maragda Farràs, who returned home to start again.
The interviews
Our next film takes us to the Alps with sound artist Aurélien Buiron, also known as Ghost in the Loop. One day, he stepped out and started paying attention.
This time Cadí takes us to Hangzhou, China, with trail runner Helen Fang, a former advertiser who now runs for a living. Not to win, but to keep exploring.
Cadí. Start here.
To launch NNormal’s first shoe designed for all levels, we created three films in collaboration with creators who found their way back to nature through their craft.
Just like the shoe, each film is an invitation to step outside. To learn more about these stories, go to the interview.
The films
Now available to watch
Kilian Jornet set out to link 72 peaks in 31 days. Nick Danielson set out to capture it. Creativity Is a Muscle follows the filmmaker as he chases the athlete through his most ambitious project yet: States of Elevation.
Here, I worked on the narrative development and editorial direction.