The Multiple Myeloma Research Foundation (a non-profit) wanted to raise awareness for their Journey Race Series event in Central Park featuring endurance athlete Eric Gelber.

While Eric rowed 200 miles over a span of 72 hours (um, wow!), we captured social-first content from start to finish and produced a multi-platform livestream across YouTube, Twitter, Instagram and Facebook—#streamforlives.

As viewers tuned in live, we worked together to listen and respond to comments from fans in real-time as they cheered on Eric across the finish line.