Race to Nowhere

Film Naming
Director Vicki Abeles wanted to ignite a national conversation with her documentary about the pressures faced by American schoolchildren. She asked us to create a title that would get people talking. Sounding overly preachy or tragic would be a turnoff; the key was to suggest a gripping story. We also created the documentary’s tagline: The Dark Side of America’s Achievement Culture. The film has already made considerable waves.