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2020 One Show - Creative Use of Data

adidas Boston Marathon Race Films

Agency Grow / Norfolk + adidas / Portland

Client adidas Running
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Annual ID

OS_CU20_020M

About the Work

To celebrate the world’s most elite running event, adidas created a personalized highlight film for each of the 30,000 runners in the Boston Marathon. Data captured throughout the marathon, from the runners’ RFID-enabled race bibs, was used to programmatically identify and parse individual footage for every runner in the race including both mid-race and finish line shots. Each runner’s personalized footage was then stitched together in the cloud with narrative footage from the full marathon, as well as motion graphics and title cards that identified the runner’s starting group, split times, and completion stats. The films told a personalized story that was incredibly meaningful to each recipient – no matter if the runner was elite or a charity runner conquering Boston for the first time.