Guatemala City 10K Race Visual Campaign
Axel Oliva
Guatemala City 10K Race – Official Teaser and Aftermovie
Capturing the Energy, the People, and the Spirit of Guatemala City.
The Challenge
The Guatemalan Mayorship invited us to develop the full visual campaign for their annual 10K Race, including both the official teaser and the aftermovie.
Our mission was to communicate the excitement, unity, and pride surrounding the event, from the anticipation before the race to the celebration at the finish line.
The Teaser: Building the Hype
Before race day, our first mission was to generate anticipation.
We wanted to make people experience the event before it even began. The intensity, the heartbeat, and the identity behind it.
To do that, we produced a cinematic teaser that merged previous years' takes with 3D renders developed in Unreal Engine.
We created custom 3D assets of the official medal and race T-shirt, meticulously textured and lit to highlight the event’s branding and elevate its production value.
These 3D elements became the centerpiece of the teaser, combined with dynamic typography, rhythmic pacing, and bold sound design to build excitement across social media and digital platforms.
The teaser didn’t just promote the race; it set the tone for the experience.
Pre-Production: Setting the Visual Direction
Before we even touched a camera, we built the foundation through storyboarding and shot planning.
We listed the moments that mattered:
The excitement before the starting gun.
The mayor handing the medal to the winner.
The runners crossing iconic monuments.
The faces, the sweat, the blur of motion.
We gathered visual references for camera movement and tone. We explored various camera techniques, including low-angle hero shots, motion-blurred passes, and POV medal moments.
This gave the production team a clear language to communicate emotion through framing and pacing.
Production: Capturing the Race
We covered everything, from the expo days leading up to the race all the way to the night of the event.
Our camera lineup included:
🎥 Sony FX30 for cinematic detail and dynamic range.
🏃♂️ DJI Ronin RS4 for smooth tracking shots through the crowd.
🚁 DJI Mavic 3 Pro for sweeping aerials over the monuments and roads.
📸 Osmo Action 3 and DJI Action 2 for embedded runner POVs and ground energy.
We were positioned across key checkpoints to ensure continuity and coverage, capturing both intimacy and scale, the macro and the micro moments that make a race unforgettable.
Post-Production: Crafting the Emotion
Once the footage was in, it was time to shape the story.
We split post-production across three main tools:
DaVinci Resolve for magic masking and precise color work that made the city’s palette pop.
Premiere Pro for the main timeline edit, cutting rhythmically to the beat and emotion.
After Effects for motion graphics and the Mayorship’s logo animation, which punctuated the final reveal.
The mix of tools gave us flexibility, cinematic storytelling, vibrant motion design, and the speed to iterate and refine.
The Final Film
The result?
A high-energy aftermovie that reflects not only the race itself but also the unity and pride of Guatemala City.
Every frame is infused with movement, sweat, light, and emotion, celebrating not just the winners but everyone who showed up to run.
Credits
Client: Municipalidad de Guatemala
Director: Axel Oliva
Cinematography: Javier Carranza, Luis Fuentes, Axel Oliva
3D Design & Motion: Axel Oliva
Post-Production: Javier Carranza, Luis Fuentes
Audio Design: Luis Fuentes
Year: 2025
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Posted Oct 14, 2025
Developed teaser and aftermovie for Guatemala City 10K Race.
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Timeline
Mar 1, 2025 - Apr 5, 2025
