General Ops

22: THE WAY UP – PAUL RODRIGUEZ — Top 50 Countdown

We conceptualized this documentary short for Target. (Wait! Where are you going?!)… 2013’s “The Way Up” tells the story of P-Rod’s rise, in his own words, with a surprising cast of characters—including local favorite, the El Pollo Loco chain. This was a groundbreaking moment for us, getting out of the park and honing a more cinematic approach, and we’re extremely honored to have Paul’s approval for such a personal piece. And with Target involved, it was crucial that we hit the bullseye.

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