Crossfit Hype Keala Foundation Fundraiser

I do tons of work for Nicole, the CEO and founder of The Chestee, but lately I have been helping her outside the realm of corporate video work centralized on her company. Not only is Nicole a CEO and founder, but she is also an influencer. She is using her influence to do good in the community. She has paired up with RomWod and The Keala Foundation to raise money for The Ultimate Hawaiian Trail Run;  a fundraiser to support programs for young people struggling with substance abuse on the island of Kauai.

As with most shoots that I partner with Nicole on, they are kind of last minute. I never take this negatively but as more of a challenge. This shoot was a bit different though. It didn’t require me to direct anyone or prep a space and it was very run and gun. I do well in these situations, adapting quickly to my subjects and surroundings, so the shoot itself was pretty easy. A total of three hours for setup, shooting, and breakdown came and went. The harder part was the edit. 

When you have time to plan, idiate, spitball, and storyboard, an edit can just flow. Even if that doesn’t happen, you can plan shots as you are doing them, seeing how they will interlace together seamlessly. This was a different beast altogether. Sure, I saw my timeline in my head as I was shooting, thinking about my in-camera transitions and audio queues. Even thinking about rhythmic syncing. But the thing that was more ambiguous was the story. 

After the shoot, I asked Nicole for a few things:

  • Specifics she wanted included

  • Expected length

  • Number of cuts

  • Branding

  • Any other direction

I was provided with all I asked for except for real direction. So I transcoded my footage, found a song, cleaned up the garbled gym audio, and went to work. After looking through the footage there were tons of ‘cool’ shots but also a feeling of community, teamwork, and friendship. I took these feelings/looks and melded them into each other. The pace ramped up slowly, building into the workout, and rolled back down with the same values I started with. 

The next part was to clean up the edit, confirm timing of every jump and transition, add sound architecture, add branding, and export variants. This is the part where a creator is proud. They made something, something that embodied the vision, the idea. I uploaded this film to Google Drive, added Nicole, and waited for a response. 

She liked it but it wasn’t exactly what she was going for…

This is the moment where the creator crumbles. Sure, changes are fine and expected in some form or another but when the feeling you were trying to evoke is not received that is where the let down happens. So I waited for more concrete feedback and went back to the drawing board.

Mainly, the pace needed to start and finish at a high tempo, and it needed to look cool. All the emotion and build up was out. So, four hours later I buttoned up my edit, exported, and delivered.

She loved it. Done. 

This has happened a few times to me, mainly because of lack of knowing what the customer needed or wanted. I always go back and think though. Was it my fault? Could I have done better the first time? I think the answer is yes, and no. Yes, I could have waited longer, drilled for more direction, maybe written up my idea(s) before editing. But, at the same time, I know I did my best. I know the result was good just not the goal of the end product. 

The moral of the story here is:
Create, make, and inspire. But first make what the customer wants/needs. Then make what you need. 

Below is my version of the video, hope you like it! 

Run/Film with Purpose

Waking up before the sun rises is always hard, but knowing that you'll be flying your drone down a beach shore while catching the days first rays makes it way better. I usually work with Nicole for her company, The Chestee, but occasionally she has some work for me relating to her personal brand or humanitarian efforts. This early morning was for a bit of both.

Looking at my phone to see that it was already 85 degrees and humid at 5 am was not encouraging, but I knew that I had a vision, and this was the best way to make it happen. See, on September 15, 2018, Nicole will be running a charity race in Hawaii. This video will be for collecting donations for this race. My goal was to emulate the environment, emotion, and color palette for the event. I did this by flexing the beaches of Florida (which is as sandy as it is swampy) so there was a nice balance of sand, mangroves, and seaweed to build that environment. I then used a mixture of 120fps, 60fps, and 30fps footage to dial in the tempo and match that to music that was meticulously scavenged for. Matching the music and speed is key, but the thing that transports you to the moment is the background sound. This was not captured during filming, but right after with my Rode NTG4+ shotgun mic and my H4N audio recorder. I have no doubt I looked like a gold hunter with a metal detector as I pointed my mic at the waves. The last part was the color, which is mainly dialed in during editing. I had the flexibility to do so by shooting in SLog 2 on my A7rii and DLog on my Phantom 4. I then dialed in the hue and saturation levels, leaning heavily on deep oranges and cool blues.

I am very happy with the final result of this film. The total shoot was about two hours, then a few more hours editing, but it started in my head from the moment I heard of the gig. The film plays there first, then I reverse engineer it to make it into something memorable.

Crossfit Games Regionals 2018 - Chestee Promo

Working with Nicole Biscuiti from The Chestee is always fun. I get to cover her and her high energy team, as they connect with hundreds of people in a day. Their booth is always slammed and fun. The energy of these Crossfit events are always high, but The Chestee's products and culture only add to it. 

Hope you like the finished piece. 

Zippered Knee Sleeves

This is a promotional video I created for GW FIT. From storyboarding to production, it was a priority for me to portray diversity, convenience, and durability. These CrossFit athletes certainly got good use out of them!