2025 COTA ROADEO
THE CHALLENGE
The COTA Roadeo is an annual skills competition for bus Operators, and one of the organization's most important culture-building moments. The challenge for the 2025 Roadeo was transforming this technical competition into an experience that matched the significance of the event and the caliber of talent on display.
THE OBJECTIVE
Create a celebration worthy of Historic Crew Stadium that treats COTA's Operators like professional athletes, while strengthening organizational culture and bringing employees, their families and COTA leadership together for a memorable experience.
THE APPROACH
We developed a full creative concept and visual identity around a unified sports theme. This included event branding, signage, custom jerseys for judges and staff, individualized competitor banners, walk-out videos for each finalist, a cinematic hype video and sports-style photography with dramatic lighting and athlete-like portraits. The full-day event centered the competition while surrounding it with family-friendly activities, food and celebration.
LIGHTS, CAMERA, COMPETITION
We created individualized walk-out videos for each finalist, giving them their moment in the spotlight, plus a cinematic hype video that set the tone for the entire event.
CAPTURING THE ATHLETES
Sports-style photography with dramatic lighting captured Operators like professional athletes, creating portraits that matched the energy and prestige of the competition.
GAME DAY MOMENTS
Professional event photography captured the energy, competition and celebration throughout the day, documenting the full experience for employees and their families.
