No Finish Line is a short documentary presented by Insta360, telling the story of Lance Fenderson, a paralyzed rally driver attempting to conquer the Pikes Peak International Hill Climb using only hand controls. After being told he would never walk again, Lance devoted himself to training and returned not only to the driver’s seat, but to one of the world’s most dangerous motorsport challenges.
Fenderson captured his journey with our latest innovation, Insta360 X5, to get shots that are simply not possible with traditional cameras: third-person views, sweeping perspectives of Pikes Peak, and immersive in-camera shots that put the audience directly in the driver's seat.
The project set out to reframe how people view athletes like Lance and to showcase the possibilities of disability inclusion and adaptive sports.
Beyond visibility, the documentary was created to inspire, by presenting Lance not as someone defined by disability, but as a bold competitor pushing the limits of sport and human resilience. It's also a testament to his accomplishment, serving as a living time capsule that Lance can revisit and share with generations to come.
Through No Finish Line, Insta360 demonstrates how bold human stories, paired with cutting-edge innovation, can shift perspectives, break stereotypes, and build lasting empowerment for the disabled and adaptive sports community—proving that inclusion is not just possible, but essential.
No Finish Line was created to be an immersive short documentary that captured not just the race itself, but the resilience, preparation, and empowerment of Lance Fenderson’s journey. By centering on Lance's perspective, audiences can see what determination looks like through the eyes of an adaptive athlete.
The story begins with Lance’s childhood passion for racing getting abruptly altered. In 2019, he suffered a spinal cord injury that left his lower body paralyzed—but he refused to give up. Lance committed to returning to the track, turning rehabilitation into a new form of training that demanded both physical perseverance and mental resilience.
Technology played a vital role in his comeback. During training, Lance used Insta360 X4 to review and refine his performance. Its 8K 360° capture and AI-powered editing tools allowed him to analyze runs, identify improvements, and share his perspective with others. The camera became both coach and storyteller, underscoring the adaptive empowerment at the heart of the project: technology leveling the playing field and helping Lance compete at the highest level.
The journey was not without setbacks. A crash during a test run just before the race cast doubt on whether he could compete at all. Lance was no longer just racing a mountain; he was racing against perceptions of what disabled athletes can achieve.
The film traces his preparation through to race day, balancing technical achievement with human emotion. Audiences see him adapt his BMW M2 with hand controls, confront the treacherous climb, and attack each turn with determination. Insta360 X5 captured and amplified every moment with immersive in-car shots and sweeping mountain views, transforming the story from a race recap into a visceral experience that put viewers directly in Lance’s seat throughout his nail-biting endeavor.
To maximize impact, the No Finish Line campaign extended beyond the film itself. A hero video was launched across Insta360’s YouTube, Facebook, LinkedIn, and X channels, establishing it as the campaign centerpiece. Short-form cutdowns and a pre-race teaser optimized for Instagram Reels and YouTube Shorts delivered high-impact moments built for virality. A supplementary press release and blog provided a deeper context for Lance’s achievement, as well as the adaptive technology behind it.
Just as importantly, Insta360 coordinated a powerful partner network to strengthen distribution. Collaborations with BMW M Motorsport, Yokohama Tire, and the adaptive athletes NGO High Fives Foundation brought credibility and visibility to the project. Through collaborative posting and aligned messaging, Insta360 transformed individual efforts into a collective wave of awareness that reached both motorsport fans and broader audiences invested in adaptive sports and inclusion.
With this strategy, No Finish Line became more than a documentary—it was a coordinated movement that combined authentic storytelling, cutting-edge innovation, and purposeful collaboration to amplify the voice of an adaptive athlete and drive meaningful awareness around disability inclusion in sport.
No Finish Line transformed Lance Fenderson’s climb into a catalyst for disability awareness—uniting meaningful reach, deep engagement, and coordinated amplification.
Across Insta360’s owned channels, the hero video and short highlights generated over 340K views, with audiences sharing, commenting, and reflecting on how the film reshaped their perception of adaptive athletes.
This impact expanded through our coordinated partner push to receive more than 830K additional views and engagements on partner platforms. Media coverage also validated the story’s cultural relevance. Features in Digital Camera World, Yahoo Life, Irish Mirror, MSN, Provideo Coalition, and BMW Blog delivered an estimated 481M UVM, highlighting not only Lance’s achievement but also the adaptive technology that enabled him to compete.
Audience responses underscored the campaign’s impact:
“Mind blowing the effort put into this by so many. Inspiration for every person facing adversity to take the wheel in life and strive to be the best version of themselves.”
“This guy is a role model for all, showing that nothing can stop anyone.”
“Indisputably, Lance’s story is one of passion and remarkable perseverance.”
Together, these results fulfilled the campaign’s mission: raising disability awareness at scale, inspiring audiences through immersive storytelling, and empowering adaptive athletes by proving what’s possible when bold human stories are amplified with intention.
