30,000 highlight films in record time.

Sponsoring a world-class event usually ends up with your logo plastered everywhere, but for adidas’ 30th anniversary of sponsoring the Boston Marathon, they wanted to do something a little unexpected. The brand wanted to mark each runner’s big milestone by showing support and winning a place in their hearts beyond the finish line.

When you decide to run a marathon you train, hurt, and push through. When that marathon is Boston you do all that while taking in 26.2 miles of one of the world’s most legendary races. At the finish line, you get the pride of a photo and the glory of a medal but nothing that truly captures the most important moments of one of the biggest achievements in your life.

We tapped into the RFID tags in runners’ bibs (the things that track their time) and turned the entire race into a content creation engine. Each runner got a video that paired footage of them throughout the race with personalized performance stats to tell their unique marathon story. And the best part? They were signed, sealed, and delivered within hours of the race—no #latergrams here.
Bostons Marathon Race Films
adidas 
2019