Back in June of 2012, we met an amazing group of women who invited us to Chicago to start the project you see below. At the time, all we knew about them was that they started a company centered around running. Initially, it started out as a group of women who wanted to wear the same color of flowers in their hair to a race so that everyone would know they were running together, but it has now grown into something so much more. They are now a company centered around empowering women runners and honoring and celebrating their stories and their inspirations for running.
This video encompasses 15 months of work, where we shot nearly 40 hours of footage across multiple cities and states. As we started this project back in June 2012, our initial goal was just to capture footage of the race and the weekend of the women in Chicago. We then followed them to Michigan, which is where we initially started to hear these stories of women and what inspired them to run. Our goal at that time was to simply capture footage that told their story visually. We met several women on that trip and heard their stories of why they run and what inspires them to keep running and as we kept hearing story after story, we began to get inspired by what they were telling us.
After we got home from that first trip, we sat down and looked at the footage and used some of it to put together some promo videos for Fellow Flowers. As the months passed by, we began talking with Mel and Tori at Fellow Flowers and realized that while we had this footage of these women, we were missing the heart of their story. We talked with them for a few months and finally the decision was made to bring us back to Michigan to finish the job and with that, we headed back to Marquette, Michigan. It was April of 2013 and Marquette was COVERED in snow. That weekend, they had a race which allowed us to capture even more footage of some of the women featured in this video. Then, on our last day there, we invited all of the women in and sat them down individually and just pressed record on the camera and talked to them…. for HOURS. We asked them what inspired them to run and dove deep into their inspiration for running and wanted to know why Fellow Flowers was so important for them. What followed was something that completely transformed us. When we met Mel and Tori (the women heading up Fellow Flowers,) our entire perception of running was that people did it to stay healthy. As we heard these women pour out their stories, we realized that so much more than that. It was a part of them, it was a part of their story. It was a way for them to express their emotions and honor significant moments in their lives. That’s what Fellow Flowers is all about and that is what we set out to show with this video.
This is a very special project for us. It is the true epitome of why Artifice Films exists. We believe film is the greatest form of storytelling and to date, this has been one of our greatest examples of storytelling through film. We love the fact that we were able to create a branding video for a company and do the entire thing by telling the powerful stories that drive that company. No flashy graphics, no endless CEO talking heads… Just powerful stories from women who have been transformed by this company and the work they do.
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