Rack Room Shoes Centennial Campaign
To celebrate its 100th anniversary, Rack Room Shoes set out to create a pair of films that honored the company’s history while looking confidently toward the future.
We partnered with Brookhouse and the Rack Room Shoes team to produce both a scripted brand piece and a companion interview-driven film — balancing large-scale celebration with the personal stories and culture that shaped the company over the last century.
— THE CHALLENGE
Rack Room Shoes needed two distinct films for its centennial celebration.
The first would serve as a scripted brand piece — reflecting on the company’s history, milestones, and continued evolution heading into the future.
The second would focus on the voices of employees themselves, capturing the culture, relationships, and sense of shared identity that shaped the company over time.
Together, the films needed to feel celebratory without becoming overly corporate — balancing polished storytelling with genuine human connection.
— THE APPROACH
We led a four-day production in close collaboration with the Rack Room Shoes team, capturing both scripted content and interview-driven storytelling designed specifically for the centennial event experience.
The scripted film combined cinematic visuals, custom music composition, and a symbolic 3D animated shoelace element that carried the idea of continuity and forward movement throughout the piece.
The companion interview film created space for employees to speak in their own words about the company, their experiences, and the relationships built through their work.
Across both films, the goal was consistency in tone — creating pieces that felt optimistic, emotionally grounded, and true to the people behind the brand.
— THE RESULT
The films premiered during Rack Room Shoes’ centennial celebration, helping mark an important milestone in the company’s history while reinforcing the culture and values that continue to shape its future.
Together, the two pieces created a balance between legacy and humanity — celebrating both the scale of the company’s growth and the people responsible for it.
Most importantly, the films gave employees and leadership a shared emotional experience rooted not just in the company’s history, but in the relationships that carried it forward.