Concordia University needed help recruiting runners to commit, train and compete in Milwaukee’s Lakefront Marathon under the Concordia banner.
The "Paws vs. Claws" event, a competition with UWM to see which school’s runners were the best marathoners, was born. We followed the Concordia team for a full year as they prepared for this event.
Our "marathon" video showcased the team's great camaraderie and the personal satisfaction of working together as a team towards a common goal. The video was used as a recruiting tool for the race, which drew almost twice the number of runners the next year, and as a general Concordia recruitment tool.