— Brennan McDowell

Another part of the Centennial that I led was creating (directing, storytelling with vendor partners) this one hundred logo reveal. In addition we collected footage at three other sites (Malaga in Spain, and Edwards in Illinois) and created a massive trove of content for these locations to leverage during their events.

As part of this reveal event, on the 16th of April, this video was played in Time Square.

This project was an exercise in resourcefulness: we were unable to collect any new footage, everything had to be reused footage. So how do we make a bunch of b-roll compelling? I came up with the idea to have it all “rewinding” to “before” the race, when Caterpillar machines take the ground and carve the paths that “you” (the viewer) enjoy so much. AKA, before it starts, Cat helps make it possible. There’s so few ways to reuse footage into an entirely new narrative, but this worked out well!