OVERVIEW
Set against the legendary Leadville 100 ultramarathon in the Colorado Rockies, 100 Miles with Midland is a branded short produced by Yerba Studios in partnership with Midland USA. The film offers an intimate behind-the-scenes look at the crew supporting performance chef and endurance athlete Dan Churchill as he attempts to conquer one of the toughest races on earth.

OBJECTIVE
The goal was to spotlight Midland’s radio systems in a real-world, high-stakes environment—showcasing how clear, reliable communication is essential for coordination, safety, and success in extreme conditions. The piece aimed to position Midland as the trusted communication partner for rugged, real-life pursuits like endurance sports, expeditions, and outdoor filmmaking.

CREATIVE APPROACH

Filmed over 36 hours of non-stop racing, the Yerba team embedded with Dan’s support crew—capturing the raw energy, chaos, and emotion of a 100-mile ultramarathon from behind the scenes. Midland’s radios became a central character, serving as the lifeline that kept multiple crews connected across mountain passes and remote terrain. Through cinematic visuals, natural sound design, and human-centered storytelling, the film delivers an authentic look at Midland products in action—durable, dependable, and built for every rugged journey into the unknown.