A run like no other – a race without a finish line in the middle of nowhere
Cannes Lions: Grand Prix
DandAD: PR / Use of Events or Stunts
Drum: Best Brand Experience & Event
Bonnerville Salt Flats, Utah, USA
Physical & Digital Designer
Athletes from all over the world were invited to Salt Lake City in Utah and then transported out to the Bonneville Salt Flats with no idea what to expect. As the sun rose they set out upon the epic landscape, running only against their own mind and body.
Meanwhile at basecamp, press and sports scientists observed and evaluated live data being transmitted about each of the athletes on interactive screens. A baseline pace had been set for each of them and they had three opportunities to drop below that pace before being called back by the race director.
Basecamp also facilitated the ASICS Analyser to evaluate run posture, presentations and information about the GlideRide product, refreshment bar, locker and changing facilities and telescopic and remote camera viewing of the race.
I was the lead creative on the event side, designing basecamp, the mechanics of the event and the UX of the mobile app that tracked the runners. The filming of the event was directed by ZCDC who I worked collaboratively with throughout the production.
Watch the full documentary film here