Case Study: Rack Room Shoes
Celebrating 100 Years Forward
Rack Room Shoes | 100 Years Forward
The Client
Rack Room Shoes, a national footwear retailer with deep roots and a strong employee-centered culture, marked a major milestone in 2023: 100 years in business. To celebrate their centennial, they needed a set of videos that honored their past while looking boldly into the future.
The Challenge
The goal was twofold:
Create a scripted brand video that captured 100 years of milestones and innovation—culminating in a forward-looking message of continued impact.
Produce a companion video focused on real voices - interviews with team members who embody the culture, connection, and spirit of Rack Room Shoes.
Both pieces would premiere at a company-wide centennial celebration and live on as legacy content.
Our Approach
Tice Studios led a four-day production on site with the Rack Room Shoes team, capturing a mix of scripted performances and heartfelt interviews that balanced polish with authenticity.
Scope of work included:
Full video production over four shoot days
Interviews and scripted content direction
Custom music composition for the scripted video
3D animation of a shoelace, symbolizing the brand’s journey and continuity
Post-production editing for both videos, tailored to fit the energy and tone of the event
The scripted piece leaned into visual storytelling, motion graphics, and animation to celebrate the company’s growth. The second video provided space for real employees to share their personal connections—highlighting the human heartbeat of the brand.
The Impact
The videos premiered at Rack Room Shoes’ centennial celebration, receiving an enthusiastic response from employees and leadership alike. They successfully:
Honored a century of achievement
Elevated the company’s people-first culture
Created a lasting emotional connection between brand and audience