30,000 runner stories told through 30,000 custom videos. Shot live. Dynamically generated. Delivered in hours.

As the headline above states, we created 30,000 unique videos shot during the 2019 Boston Marathon—each telling the story of a specific runner. This was all made possible by our super dynamic reference edit and the coding logic and video platform we integrated together. The reference edit template was designed so that multiple storylines could be dynamically generated with text, data points, animation, and video, all seamlessly stitched together within hours of the race finish.

We tracked runners via RFID tags and captured footage of them at three strategic locations. We also shot many post-finish portraits of runners celebrating their achievements. Lastly, we had 6 b-roll teams at key locations filming shots that would help deliver on our storylines.

After the race we buckled down for 36 hours straight to process 72 hours of race footage from 9 cameras from our 3 capture locations and also cut through about 20 hours of b-roll from our 6 camera teams. We then uploaded the footage to our content management systems that were specially coded to create our stories. Once done Adidas sent out an email notifying all the runners our site was live and they could search their custom video using their bib number.


Client: Adidas
Agency: Grow
Directed and Edited by: Director Pete
Music: Last Night Riot
Music Editing & Sound Design: Overcoast

Custom video for the internationally acclaimed artist and marathoner Sara Blake
BIB# 10246

Custom video for the  winner of the 2019 Boston Marathon Elite Women division, Worknesh Degefa

Custom video for Garrett Culliton of the men's pushrim divison
BIB# W52