11/20/2024
This week marks the fortieth year of production for ROACH Projects. The first gig undertaken was a shoot for Miller Brewing and its famous brand Miller Lite. The assignment took us to Vail, Colorado, to shoot the US Olympic ski team as they competed on a slalom course to set a standard for NASTAR. This program, sponsored by Miller Lite, allowed amateur skiers around the country to compete against times set by the best skiers in America. The content was to be used as a video news release on sports segments on local stations and networks. Once on-site, I suggested a different take on the event to our client and friend Bob Bertini of the Miller Comms team. Instead of their competitive times, I suggested ranking the falls of the US Olympians. For greater effect, we used slow motion. So falling, an experience all skiers share, became the hook. The piece was successful and aired on scores of outlets, noting that none of the Olympians were hurt in their spill. Viewers were comforted to know that even the best of us occasionally fail, and we get up, dust ourselves off, and learn from it. We still do work for Molson Coors, their Miller brands, and other clients. We're grateful to all the clients, staff, and freelancers we've worked with over the last forty years. We are still falling and learning. And enjoying every minute of it.
