A close-up of a person's hand pointing at an illuminated architectural scale model of buildings.

Horseshoe | HUB

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[ the problem ]

Research Triangle Park has been one of the most important economic engines in the American South for over 60 years. Horseshoe is what comes next.

Part of the RTP 3.0 initiative and the centerpiece of the larger Hub development, Horseshoe marks the first time in the park's history that people will be able to shop, live, eat, sleep and recreate inside RTP. For an organization that has always been about what's next, this was a moment that needed to be documented properly.

[ our solution ]

We built a full content campaign around the project from the ground up. The documentary captured the ambition behind the build and the people driving it, an organization that describes itself as scrappy and entrepreneurial, taking risks on par with the ones taken when the park was founded.

When the topping out ceremony arrived, we live-streamed the beam going up in real time, with drone footage broadcasted to RTP partners around the world. It was a moment that deserved an audience bigger than the construction site.

The campaign included a full documentary, a suite of cutdowns running from 90 seconds to 30, and a still photography package that RTP continues to use in decks and presentations years after completion of the project. That's the mark of content built to last.

[ what we did ]

  • Narrative strategy & documentary production
  • Topping out ceremony livestream
  • Drone production
  • Short-form cutdowns (90, 60 and 30 second)
  • Still photography
  • Long-form event content

[ stills ]

Two construction workers in hard hats and high-visibility safety vests stand at a podium, with one speaking into a microphone during an event.
A man crouches in a grassy field next to a camera on a tripod and a large white reflector, with an old television set on a table and a large building under construction in the background.
A construction worker in a hard hat and high-visibility shirt guides a large steel beam suspended by a crane hook.
Three men wearing high-visibility safety vests crouch in a grassy field, operating a handheld camera and a video camera on a tripod.
Four men in high-visibility safety vests gather around a camera on a tripod, reviewing footage together under a cloudy sky.
A construction worker wearing a sticker-covered hard hat marks a wooden beam, using a blue level as a guide.
A filming setup with an old television on a small table, a camera operator, and a light stand in front of a large building under construction.
A group of people gather around an architectural scale model on a table in a room with large windows.
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[ cutdowns ]

Construction worker in hard hat shoveling dirt inside a building frame near heavy machinery.Steel framework of a multi-story building under construction at sunrise with heavy machinery around.Aerial view of a construction site near a highway surrounded by trees and office buildings.

[ next ]

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[ links ]
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Let's make it a film.

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