Documentary naming and tagline development

Director Vicki Abeles wanted to ignite a national conversation with her documentary about the pressures faced by American schoolchildren, and their steep cost. She asked us to create a title and tagline that would get people talking. Sounding overly preachy or tragic would be a turnoff; the key was to suggest a gripping story. Our solution, Race to Nowhere: The Dark Side of America’s Achievement Culture, got attention. The New York Times dubbed the film “a must-see,” and screenings around the country helped launch a grassroots movement.