How We Captured DoorDash’s Quirky Founder Footrace — A Fun Twist on Video Production for SaaS Companies
When most people think of video production for SaaS companies, they picture product demos, founder interviews, or maybe a sleek brand explainer. But when DoorDash called us in to capture a footrace between its founders? We knew this would be different.
Every year, DoorDash hosts a fast, funny, and fiercely anticipated tradition: a footrace between co-founders Stanley Tang and Tony Xu. It started as a small, quirky team ritual in 2013—and more than a decade later, it’s still going strong. This wasn’t just a one-off sprint; it’s a staple of DoorDash’s company culture. And this year, the stakes were higher—literally. The trophy was significantly bigger than in years past.
With commentary from fellow co-founder Andy Fang, a creative brief inspired by Rocky, and over 20 cheering employees lining the street, this project gave us everything we love in a shoot: speed, energy, and a killer story to tell.
The Creative Ask: “Make It Feel Like a Rocky Montage”
This was our third year documenting the DoorDash Footrace so naturally, the question was: “How do we elevate it this time?”
The answer came in the form of a very fun creative brief: “We want it to feel like a Rocky montage.”
That meant:
Dramatic build-up
High-energy editing
Big personalities
And of course, a cool story arc. Even if the race itself only lasted four seconds…
Yes, four seconds. That was the biggest creative challenge: how do we take a 4-second race and turn it into a 60-second video that feels exciting, cinematic, and true to the DoorDash brand?
Pre-Race Strategy: Mini-Interviews & Team Planning
To solve that, we incorporated something new this year—mini-interviews with the founders before and after the race. These quick clips gave us a way to build narrative tension and bring personality to the piece.
Before the race, Tony Xu, the reigning champ (alleged six-year champion!), confidently shared his strategy. Stanley Tang brought his usual competitive spirit. And on the sidelines, Andy Fang chimed in with playful commentary, noting that Tony might just take the win again.
We also brought a two-person crew from Kasey Bruce Media to fully cover the event. This allowed us to split our focus:
One of us followed the racers closely and captured tight, dramatic footage.
The other focused on crowd shots, reactions, and establishing visuals to give the piece context and scale.
This “divide and conquer” method gave us a richer library of footage to work with and made sure we captured the energy from every angle.
Production Day:
The race took place right outside DoorDash’s San Francisco headquarters. As employees gathered, the atmosphere felt more like a sporting event than a company offsite.
The crowd was hyped. Cameras were rolling. Tony and Stanley were stretching out. You could feel the anticipation.
Here’s how we approached the shoot from a video production services perspective:
🎬 Agile Filmmaking
With only a few seconds to capture the main event, we needed speed and precision. Our camera setups were intentionally light and mobile handheld rigs and gimbals that allowed us to move fast, react in real-time, and catch every expression.
🎬 Live Audio + Interviews
We captured candid soundbites and ambient audio: footsteps, cheers, and pre-race banter. This gave the final edit a raw, real-world texture. The founder interviews also added that personal storytelling element we were after.
🎬 Coordinated Coverage
Having two videographers on-site was key. One captured the lead-up and race, while the other caught cutaways of the crowd, the reactions, and the massive new trophy that dwarfed the previous year’s version.
Post-Production: 4 Seconds of Glory
In the editing room, the challenge was clear: tell a full story around a race that lasts less time than a commercial break skip button. And to make it more difficult, the wanted the final video completed in under 7 days.
But that’s the magic of video storytelling.
Using the interviews, crowd reactions, and a Rocky-style b-roll, we built a mini-narrative:
The Build-Up – dramatic slow-mo warmups, interview clips, employee excitement
The Showdown – countdown, side-by-side footage, Tony surging ahead
The Victory – big cheers, trophy reveal, playful post-race reactions
Visually, we matched the vibe with:
Snappy cuts
Text overlays for introducing the Location & Founder’s
High-energy transitions and pacing
Fun music to elevate the emotion
And of course—just like the brief requested—it felt like something The Italian Stallion would approve of.
The Outcome: A Clear Winner & Bigger Story:
Unlike last year’s nail biter, this year wasn’t even close. Tony Xu took a decisive lead and never looked back. It wasn’t just his sixth consecutive win—it was a statement.
But beyond the winner, what made the video shine was the company culture we captured. You could see how much the team cared. You could hear the laughter and energy. It was the kind of moment that only happens when a company still embraces its roots, even after going public.
DoorDash got exactly what they wanted: a short, punchy video that didn’t just document a tradition. It celebrated it.
What This Taught Us About SaaS Video Production:
Having now captured this race three years in a row, we’ve learned a few things about creating memorable videos for fast-moving, high-growth companies:
1. Speed Matters—But So Does Story
In the SaaS world, things happen fast. Your video production team needs to move with you. But moving fast doesn't mean sacrificing storytelling. Even in 60 seconds, there's room for emotion, humor, and connection.
2. Culture Content > Corporate Content
Let’s be honest: explainer videos have their place. But content that shows who you are (not just what you do) has the power to build internal pride and external brand love. This race video will live on in company Slack channels, recruiting decks, and employee memories.
3. Trust Makes the Work Better
Because we’ve worked with DoorDash for several years (via our amazing partners at The Luupe), there’s a level of trust that lets us push things creatively. They know we’ll deliver—and we know how to make their brand look great without over-polishing it.
4. Even Small Moments Deserve Big Energy
This wasn’t a product launch or a multimillion-dollar campaign. But it was still worth the creative effort. In fact, it’s the little rituals, like this race, that help humanize tech companies and make them more than just apps on a phone.
Why This Matters for SaaS Brands in the Bay Area:
If you're a San Francisco-based SaaS company looking to stand out, it's time to rethink your video strategy. You don’t need a viral campaign or a Hollywood budget. What you need is a creative partner who gets your brand and knows how to bring your culture to life.
Whether it’s a quirky annual tradition or a fast-moving internal event, we can help you tell stories that are fast, fun, and full of heart.
Ready to Create Something Worth Sharing?
If you’re looking for a video production team in the Bay Area that specializes in SaaS storytelling, we’d love to chat.
We’re not here to churn out generic content. We’re here to help you create videos your team is excited to share—whether it’s a founder footrace, a team retreat, or your next big milestone.
