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NFL

A Cinematic Approach to Safe Driving

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NFL

Safe Driving Campaign with NHTSA and the NFL

C&I Studios partnered with Sinclair Broadcast Group and the National Highway Traffic Safety Administration (NHTSA) to create a visually compelling campaign that promotes safe driving. By leveraging high-speed cinematography and NFL talent, we delivered impactful footage for the video production that encourages drivers to slow down and make responsible choices.

This project featured two standout NFL athletes and Super Bowl champions: Xavier Worthy and Mecole Hardman Jr.. Worthy, known for setting the fastest 40-yard dash time in history, brought his lightning-fast speed to the campaign, contrasting perfectly with the core message: slow down when it matters most. Similarly, Mecole Hardman Jr., celebrated for his incredible agility and explosive plays, was an ideal fit for promoting the importance of focused decision-making—whether on the field or the road. Together, these two athletes helped bring the campaign’s message to life, reinforcing the need for awareness and caution behind the wheel.

INDUSTRY

SPORTS

SERVICES

VIDEO PRODUCTION

NFL

Safe Driving Campaign with NHTSA and the NFL

INDUSTRY

SPORTS

SERVICES

VIDEO PRODUCTION

NHTSA TV Spot

'Happening Fast' Featuring Xavier Worthy

NHTSA TV Spot

'Speeding Catches Up' Featuring Mecole Hardman Jr.

Filming the NFL's Fastest Athletes

To reinforce the campaign’s message, we utilized cutting-edge slow-motion filming techniques. Our team employed industry-leading cameras like the Phantom and the Freefly Ember to capture every movement in breathtaking detail. The result was a cinematic experience that paralleled the focus and decision-making required both on the field and behind the wheel.

Filming the NFL's Fastest Athletes

Detail in Every Frame

Every frame of this NFL video production was meticulously crafted in post-production to ensure maximum impact. Our team fine-tuned every shot, color-graded for cinematic appeal, and refined the storytelling to align with NHTSA’s mission. While our responsibilities here did not include post-production editing, we are artists at heart, so we also created some internal BTS edits from the footage, a few of which you can view below.

Detail in Every Frame

Let’s Create Something Powerful Together

C&I Studios delivers top-tier production quality for any project—be it a commercial, documentary, live event, or high-energy sports content. No matter what you need filmed, we bring the expertise, creativity, and professionalism to make it happen.

Empowered Media

Elevating Fitness Video Production

Empowered Media is a multimedia production company founded by fitness icon Jillian Michaels. Known for her role as a trainer on “The Biggest Loser” and her various fitness programs, Jillian Michaels established Empowered Media to encompass her wide range of ventures, including fitness DVDs, books, apps, and online content. The company’s mission is to empower individuals to live healthier, happier lives through fitness, nutrition, and lifestyle choices.

We had the privilege of working with Empowered Media to produce a series of dynamic prenatal workout videos featuring fitness expert Taylor Walker Sinning. Shot in the vibrant city of Los Angeles, our team dedicated themselves to capturing the essence of the Jillian Michaels brand, ensuring each workout session was not only effective but visually compelling.

Two female exercisers doing dumbbell exercise moves

Mastering Sunlight and Dynamic Shots

Throughout the production of the Taylor Walker Fit Prenatal Fitness Program for Jillian Michaels’ Empowered Media, we encountered and conquered several key challenges. Managing sunlight variations required meticulous planning and attention to detail, ensuring consistent lighting and visual quality across all sessions. Our sophisticated 3-camera setup and specialized gear allowed us to capture dynamic shots that showcased the exercises in their best light.

The finished series, available on Jillian Michaels’ The Fitness App, stands as a testament to our commitment to excellence in fitness video production, highlighting the hard work and dedication of both Taylor Walker Sinning and our team at C&I Studios.

Two female exercisers doing body stretching

Behind The Scenes

Empowered Media – Taylor Walker Fit

"C&I Studios exceeded our expectations with their professional fitness video production services. Their attention to detail and creative approach helped us create engaging workout videos that resonated with our audience. The team was a pleasure to work with, offering valuable insights and delivering exceptional results. We highly recommend C&I Studios to any fitness brand or personality looking to elevate their video content."

Tone Up Your Brand with Our Professional Video Production

Are you ready to elevate your fitness brand with high-quality video content that resonates with your audience? C&I Studios specializes in professional fitness video production that goes above and beyond. Our experienced team can help bring your fitness vision to life, creating engaging and effective workout videos that exceed expectations. Contact us today to discuss how we can tone up your brand and take it to the next level.

Congressional Hockey Challenge

The Congressional Hockey Challenge is an annual ice hockey game for charity where lobbyists representing a wide range of interests play against federal lawmakers, congressional staff, and administration officials from across the political spectrum. NHL greats and executives like Commissioner Gary Bettman, Deputy Commissioner Bill Daly, Hall of Famer Pat Lafontaine, legendary goalie and innovative hockey analyst Kevin Weekes, Rod Langway, Alan May, Anson Carter, and many more go to Washington, D.C., to support the NHL All-Star Game.

The Congressional Hockey Challenge is dedicated to ice hockey’s development, making it possible for anyone interested in playing to do so. Since 2009, the game has helped raise more than $1 million for charities like the Fort Dupont Ice Hockey Club in Washington, DC, the Capital Beltway Warriors Hockey Program, USA Warriors Hockey, the Tampa Warriors’ annual “22 hours of hockey” event, and the Professional Women’s Hockey Players Association.

Every year, all of the congressional members gather together for this hockey game, which we’ve covered for many years. Our professional photographers are always present to capture detailed images of attendees and all of the dignitaries having a fantastic time, as well as group photographs and all the hard work that went into organizing the event.

6th Annual Congressional Hockey Challenge players in the locker room

6th Annual Congressional Hockey Challenge players on the side and ice

Ball Cap Liner

Young baseball player in a batting pose on a baseball field

When MLB star Cliff Floyd wanted to market his innovative safety gear for baseball players, he came to us for the whole kitchen sink–everything from branding to product photography to web design. As a MLB player for the Florida Marlins, Cliff saw the dangers of head injuries for players, from pitchers fielding comebackers to youth batters with slower reaction times compared to professionals.

He created an innovative product that fits under a standard baseball cap, but he needed help with the visual presentation and a plan to market the product online and in his networks. We provided brand development, product photography and a web design to help launch the Ball Cap Liner.

Branding

The first task was to develop a logo that represents the brand. We listened to the design vision of Cliff and his team, and then developed a logo that was modern, incorporated some personal significance for Cliff, and had appeal in the athletic industry.

Closeup of lower halves of young baseball players wearing cleats holding bats while sitting on the bench

Product Photography

We then created product photography that highlighted the features of the protective liner, as well as lifestyle shots to show how people could incorporate them into their uniforms. As for product photography, we shot multiple angles of the Ball Cap Liner in different lighting scenarios to make sure that it was showcased in a professional manner for use on web and social media. With the right combination of photography, web design and branding, we were able to create a comprehensive marketing package that allowed Ball Cap Liner to take off.

Web Design

In addition to visuals, we provided Cliff with an engaging website design that showcased his product in a visually appealing way. The website was designed to be user-friendly, allowing customers to find the information easily and quickly purchase merchandise as individuals or in bulk.

Overall, it was an honor working with Cliff Floyd and helping to bring his vision of Ball Cap Liner to life through strategic visual content.

Website screenshots on an Apple monitor with two other related images

AT&T

Lightning Fast Production with AT&T

Our recent collaboration with AT&T and the Sinclair Broadcasting Group for a captivating 30-second commercial speaks volumes about our prowess in pushing creative boundaries.

Miami’s skyline, particularly the Kaseya Center, was our backdrop for the commercial, which promoted AT&T’s revolutionary 5G network. The production required several moving shots, including drone footage. Meeting the requirements of this high-altitude journey in the heart of Brickell Avenue resulted in a carefully planned flight path, rigorous permitting, and of course, our licensed drone operators. Our experience and commitment to timely execution ensured not only a visually stunning outcome but also a fully compliant operation.

On Set with Shams Charania

Working with NBA Insider Shams Charania was a wonderful experience. Shams’ professionalism and charisma seamlessly aligned with our vision, and our team navigated the intricacies of integrating his role into the commercial with finesse. This allowed us to amplify the commercial’s impact by leveraging his unique charm and presence.

Man in Miami waiting for the public transit tram using iPhone with AT&T 5G network

Capturing the Essence of Brands

C&I Studios isn’t just a production company; we’re shapers of captivating narratives. Our track record of working with major brands showcases our knack for turning concepts into compelling visual stories. If you’re ready to enhance your advertising strategy with the power of drone and camera wizardry, make C&I Studios your choice and elevate your brand with us.

The Florida Panthers

THE FLORIDA PANTHERS

MARKETING | ADVERTISING | GRAPHIC DESIGN | PHOTOGRAPHY

We started working with the Florida Panthers at a time when their reputation in the NHL was lacking. Game attendance was down. In fact, it was almost non-existent. According to game statistics, the Panthers’ 2014–2015 home opener set a team record for the lowest attendance at a home opener, with only 11,419 spectators in attendance. The team’s next game against the Ottawa Senators marked the team’s lowest attendance ever, with only 7,311 in attendance (and they were most likely Canadians!). This is what we were walking into and one of the main obstacles we face.

We got started working with Panthers in 2014 to help improve the franchise’s reputation locally as a means of increasing game attendance. We got started recreating Club Levels in the BB&T Center, which you will see below, as well, as creating food and beverage packaging for new product releases. As we contributed to the Florida Panthers’ marketing, the team started to win big time. We believe it was their winning streak combined with our constant marketing and advertising that helped increase game attendance and fan loyalty. Here is a look at all of the work we did for the Florida Panthers and how we helped involve the South Florida community.

This case study flows backward from the 2016 Stanley Cup Playoffs to the redesign of the TruMoxy Entertainment Lounge in 2014. Here we go!

"South Florida is Panthers' Territory!"

Our collaboration with the Florida Panthers came at a time when their popularity was at a low point. But in the time we worked with them, revamping their brand image and outfitting their arena with bold new graphics, we saw their popularity skyrocket. Game attendance was higher than ever. Their fanbase was loyal and ever-present. And best of all, the Panthers were dominating the 2016 Stanley Cup Playoffs with a team that was loved locally and internationally!

Given our proven track record with the Panthers over the past two years, they asked us to lead their marketing efforts during the playoffs. Our main objectives were to spread the already heightened popularity of the team to extend their fanbase, and to help increase ticket sales for the 2016 playoff games and the seasons to follow. Our Graphic Design department again fulfilled the bulk of these marketing and advertising initiatives because of their ability to simplify complicated messaging with advanced design principles, strengthen sales language through colors and typography, and maintain a consistent and captivating brand image. Among the various tasks we spearheaded were developing ads for magazines, television, and online, promoting the BB&T Center’s amenities and decorating the arena with banners, informing on extracurricular Panthers events, engaging the die-hards via infographics and player updates, and creating food and beverage packaging for concession stands.

Our 2016 mission was straightforward: make the Florida Panthers’ name as recognizable as the Miami Heat, Florida Dolphins, and Florida Marlins.

2016 STANLEY CUP PLAYOFFS

We tracked the progress of the 2016 Stanley Cup Playoffs game-by-game, delivering updates to our fanbase and advertising ticket sales to hockey fans in the cities where the Florida Panthers traveled.

As the playoffs progressed, we had to find ways to keep our content fresh and relevant. A major concern was limiting consumer fatigue, which can arise from increased ad frequency reaching the same demographics. To prevent this, we made many ads in GIF format, changing the imagery and language to appeal to users navigating various advertising landscapes.

In addition to advertising ticket sales and monitoring the progress of the tournament, our team designed massive banners to celebrate the athletes making this year’s season so exciting! These were draped on the BB&T Center and served to keep the local audience engaged in the events that were unfolding.

PANTHERS MILESTONES

Panthers Pride runs the show!

This was perhaps one of the most fun aspects of our collaborations with the Florida Panthers in the 2 years we worked together. Highlighting player statistics and team milestones during the 2016 Stanley Cup Playoffs had Panther’s Pride surging throughout the studio. We all became die-hard hockey fans in the process of creating these infographics and stat sheets… just another reward for a job well done. These media assets were used primarily to build a loyal following but also became extremely useful in converting prospective consumers into ticket sales. By sharing these milestones and hall-of-fame status statistics, we showed local sports fans that there was plenty of reason to follow the Florida Panthers and even more reason to come to the games. These infographics served many purposes for the overall marketing campaign. They were featured on social media, modified into banners to be displayed at the arena and on the jumbotrons, and were converted into ads to increase ticket sales and merchandise sales.

FOOD & BEVERAGE PACKAGING

Our early success with the TruMoxy entertainment lounge proposal earned us another contract: the design of the Florida Panthers Marco Bar and West Coast Energy Drink.

This was an exciting opportunity to provide their organization with such a valued piece of graphic design. But the pressure was on. With little artistic direction to go off of and an outdated logo to boot, we had to create timeless packaging that would appeal to athletes and fans alike. To achieve this, we had to merge two brands into something that looked cohesive and still emanated with Panthers’ energy.

For the Macro Bar, we hand drew illustrations that embodied elements of Florida and hockey, which ultimately defined the look and feel of the Macro Bar and informed the design elements of the West Coast Energy Drink. It was on this assignment that we created a new logo variation for the Florida Panthers that was so beloved it was adapted into a shirt and handed out to fans their games.

Our success in designing the Marco Bar and West Coast Energy Drink earned us yet another design contract… the redesign of their concession stand cups, which would be sold during games and as souvenirs! But that’s not all. This was the catalyst for something far bigger…

MACRO BAR

WEST COAST ENERGY DRINK

Our collaboration with the Florida Panthers came at a time when their popularity was at a low point. Game attendance was down. Really down. In fact, they ranked as one of the least-watched teams in the NHL. Something had to change.

The first phase in bringing immediate excitement to the franchise was to physically refurbish outdated club levels in the BB&T Center to give locals more incentive to buy tickets. We were tasked to submit a proposal for the redesign of the TruMoxy Gaming Center. Little did we know that our track record with the Panthers was about to get even more exciting.

The TruMoxy Entertainment and Gaming Center

The TruMoxy lounge was dated and did not properly focus crowds. The Panthers wanted to improve the function of the space while adding new entertainment elements. Our team got to work reimagining the space to create the BB&T Center’s next hottest hangout.

We revised the layout entirely, changing the boring rows of tables into an interactive lounge space where fans could watch Panthers games on new LED Flatscreens while drinking at the bar, play video games on built-in gaming systems, and listen to live music before the Panthers take to the ice. The vision would turn the Florida Panthers TruMoxy Gaming Center into the featured entertainment location for every Florida Panthers fan.

The final result of the TruMoxy Entertainment and Gaming Center would be an added revenue stream for the BB&T Center complete with new opportunities for advertising concerts and events outside of Panthers Hockey.

SiriusXM Super Bowl LIV

SiriusXM Super Bowl LIVE Live Stream Coverage

A look inside the process of managing and streaming the most-watched live cable television event in America.

SiriusXM hired us for their live stream coverage of the Super Bowl LIV pregame. Over the course of a week, we streamed every SiriusXM show. We specifically handled graphics, tickers, and overlays for Pitbull’s Globalization, Shade 45, Mad Dog Sports Radio, Kevin Hart’s Laugh Out Loud Radio, Radio Andy, Joel Osteen Radio, and a few others. We also handled the NFL’s radio channel.

The magnitude of this live stream was both exciting and daunting. The hours were insane and the pressure was there every step of the way, but the entire experience proved to be one of the most rewarding jobs to date.

Though we faced many challenges throughout the week, largely caused by external factors presented right there at the moment, we were able to adapt and overcome every obstacle to deliver a high-quality, seamless stream with flawless continuity.

Our team was the real hero on this job. Many of the challenges that were presented were totally out of our control. But, at the end of the day, they fell on our shoulders. But if you’re in the same industry and have been in a similar situation, you know every challenge comes with the territory. When challenges are presented live, they are significantly more overwhelming, but that never dulled our team’s attitudes or their abilities to produce an epic live stream for the most-watched event on cable television.

The following content will take you behind the scenes into the coverage of the SiriusXM Super Bowl LIVE live stream, and show you the many facets of production that our team controlled.

Live Streaming Challenges at Super Bowl LIV

Most every production comes with its own unique set of challenges. The SiriusXM Super Bowl LIV live coverage was no different.

Regardless of how thoroughly you plan, there are times when things simply don’t go right. That’s why it’s so important to have a team that is both prepared and capable of working through problems while still keeping morale positive and continuing to carry out their job functions.

When we were on set for the Super Bowl LIV live coverage, we had to pull out a lot of the tricks of the trade we’ve learned over the years to get the job done. For instance, when certain graphic animations (you know, the ones that open the show and appear during cut scenes) were not formatted properly, our team stepped in and created graphic design work on the fly, literally creating assets as the stream was in motion. Additionally, we had to improvise and build a live stream ticker on set to handle switching between channels. And that wasn’t even the half of it.

Some of the provided assets for the live stream were either low resolution or the wrong resolution. So, new assets that weren’t previously planned for had to be created on-site or undergo last-minute changes, such as making still images animated or making animated assets animate in a different way. Certain functionality was also requested that wasn’t originally required.

We had to be very creative and use the tools and software that we had at our disposal to come up with solutions to those challenges to satisfy the needs of the shows and the requests of our client. And we had to do it all in the background of a live program without any viewers, media, or hosts noticing.

These issues we encountered were pretty stressful (understatement) but that’s why it was so important that we keep our cool and get the work done without disturbing the show, which is exactly what our team did. They nailed it!

LIVE STREAMING SERVICES

Monster Music

Monster Music is one of the leading sound and music engineers in the industry. Their history dates back 38 years. The legacies of household names, like Beats by Dre, begins with Monster as the key design, manufacturing, and distribution partner.

The advanced quality of their engineering disrupted the music market in incredible ways. Before the introduction of the first Beats, very few people were willing to pay upwards of $300 for a pair of headphones. Today, that is the standard, and consumers are willing to make the investment.

The Sounds of Champions Video Series

Monster Music, in collaboration with Roc Nation, hired us to conceptualize and produce a video marketing series promoting their new line of headphones and speakers.

The Sound of Champions accomplishes two functions:

it introduces a new line of state-of-the-art music products, showcasing various products without overwhelming consumers, and
it reshapes the application and use of their products, situating their gear in the arena of health and fitness alongside relaxation and leisure.

To meet the standards of Monster Music, Roc Nation, and their consumer base, we chose to create athletic showcases featuring star athletes in boxing and basketball.

Monster Music Athletes

The athletes are, ultimately, the centerpiece of our series, however, subliminally attached to their character is the presence of Monster Music marketing. This soft-sell elevates the series, creating a Nike-Esque marketing scheme in which consumers identify with the character and the sensation of using their products more-so than the product itself.

Featured in the video above is Luis Arias, an American professional boxer currently at work with Mayweather Productions. On the right is another professional boxer, Guillermo Rigondeaux Ortiz, a Cuban professional boxer and two-weight world champion in the bantamweight and super-bantamweight divisions. The video below features former NBA star, Charlie Villanueva, a New York-born star of Dominican heritage with over a decade of actively playing in the NBA.

Each narrative is a chapter in a larger story. They are effective when viewed individually but are significantly more powerful when viewed as a whole. The message is simple: inspiration comes in many forms but determination often looks the same. Determination is a struggle — it’s blood, sweat, and tears. It’s taking the difficult road and facing each challenge head-on. Regardless of the path you take to find success, you need to create your own soundtrack. That is Monster Music way.

Sportsblog

SPORTSBLOG

A Video Documentary Mini Series

Ed Davis from the Portland Trailblazers was inspired to create a two-part video documentary series about sports and its impact on the youth. Pulling from personal experience, Ed David shares an insightful and genuine narrative on how sports shape the lives of young adults. Using sports camp as the setting, Ed Davis blends the experiences of the youth with those of his past to create a story that unites the past with the present day.

This short documentary mini series uses Ed Davis as a pillar to attract viewers but diverts the story away from his character to focus on the youth and the role of sports in their life, which is a powerful message. His status as an NBA professional player gives his words authority and he uses that to share an uplifting story set in Richmond, Virginia.

LastSet

LastSet Co.

LASTSET Co. is an L.A. based clothing line for female athletes. Their philosophy, TRAIN. GRIND. DOMINATE., is subliminally ingrained in both their style of clothing and their marketing. They showcase strong female athletes in their branding, adding to the powerful nature that has become iconic of their brand. That is what we sought to capture in this branding video.

We wanted to deliver a video that embodied both the dedication and mindset needed to push through that last set. The choppy, fast-paced editing and winding camera angles symbolize the workout. This style helps the viewer to feel the strain of the barbell on top of their shoulders; to feel that shortness of breath with each passing set; to leave the pain behind and dig deeper.

The model and the setting we chose for this video are not glamorous. Yes, she is beautiful and incredibly fit but she is not acting. That is what makes this video powerful. She’s grinding, she’s feeling the weight of her exhaustion, and that is something that their audience can connect with. The only dialogue in the entire video, “You got this.” is all that is needed. Anyone who has been in the gym pushing themselves to the limit has used a similar phrase to motivate themselves to see that last set through.

Closeup of woman wearing a gray t shirt lifting weight

Closeup of woman in a gray t shirt holding weight bar

Nike

A Creative Marketing Concept For Nike Sneakers

We developed this creative marketing concept for Nike sneakers to tell a different story — one of failure, perseverance, and remembrance.

What is failure other than a starting point?

To us, failure is a path from which one can mature and better themselves. No one is perfect. And those that are wildly successful encountered countless missteps. But they kept going. Not all people respond to defeat the same way, though. Some give up while others dig deeper and push beyond whatever they thought capable. Within this context, not every tale of failure has a happy ending. Some people face defeat and never go beyond that threshold. But that is not to say they remain defeated. This creative concept is one such story.

Sports brands often rely on a theme of failure and triumph to rally their demographic. Again, most of us have faced failure. Those who have endured and overcome tend to connect with this cliched narrative. That’s why it is so wildly popular in mainstream marketing. Besides, who doesn’t identify with an underdog story? But what of the others? Who is sharing the story of those who were dealt a bad hand — who failed and never triumphed but persevered?

Our creative concept is powered by the heart of the athlete and the love of the sport. Failure is a chief theme. Triumph is not. With the negation of triumph and happy endings, we invoke remembrance. Some of us don’t play to win; to prove our strength; to show that failure does not have a hold on us. No. Some of us play for the love of the sport; for the freedom of remembering our childhood; for the feeling of our feet leaving the ground.

The Story Is the Product

From an advertising standpoint, this creative concept is selling Nike sneakers. From a marketing and branding standpoint, it is showing how Nike products empower everyday athletes.

A brand as massive as Nike demands clever marketing such as this. Hard sells don’t work. Nike’s consumers are influenced by storytelling. The product is second to emotion. Therefore, this creative marketing concept for Nike sneakers places feelings of empathy above product shots. This tactic strengthens the appeal of the advertisement and equips Nike sneakers with more value than what the product offers.

The defining moment — where the story becomes an advertisement — is confirmed 27 seconds into a 30-second video. The Nike sneakers are planted in the center of the frame. This moment is timed with a break in the dialogue. A pause lingers as the sneakers fill the screen. And when they lift off, the final words are spoken, pairing feeling with the product.

As an homage to a brand we love, we chose to conclude the video advertisement with an iconic shot. In the context of failure, this serves an intended purpose. We wanted to show that even athletes who fail and never triumph carry their heroes and their love for the game in every step taken on the court. This is a big moment and one that resonates with our audience. What it confirms is that you don’t need to be a star athlete to take flight like you always dreamed you could.

If you like this creative marketing concept for Nike sneakers, you should check out the work we’ve done with Karelle Edwards. She is a 500-meter Olympic hurdler from Canada set to make her Olympic debut at Japan in 2020. We’ve done a few shoots with Karelle. The first, we photographed at a track in L.A. The second, we photographed around downtown L.A. for an urban-centric athletic profile. Both shoots featured Nike sports products!

View from behind of the lower half of an African American man wearing black Nike shoes and white Nike socks poised holding a basketball on a basketball court with a light shining on him in semi darkness

White Nike Sneakers Concept Storyboard sketch

Behind The Scenes On The Set Of Nike

We filmed this video campaign idea for Nike in Fort Lauderdale, Florida. We rented a high school gym and captured all of the photography and video content over the weekend. Our entire production team helped bring this idea to life. Working on creative videos like this is a great team-building exercise and perhaps one of the most enjoyable parts of working with our studio.

We faced a few challenges during production. One was significantly more stressful than the rest!

On the first day of filming, we set up the scene. Standard. We tested the lighting. Set the mood with the fog machine. Set the camera track and so on until we were ready to start filming. The only problem… we were still waiting for our talent to arrive. Suddenly we get a phone call from the talent’s manager. They canceled on us last minute without explanation. Can you believe that? But we didn’t give up. No, we embodied the spirit of Nike and persevered.

Fortunately, luck was on our side. Outside the gym was our saving grace, the athlete seen in the video and the photography. It honestly could not have worked out any better. He was a great guy to work with and injected this video concept with the exact emotion we had envisioned.

Nike Concept #2

Nike. Run!

Nike Training Campaign Concept

We are attached to the brands we use most, so when we’re inspired to create something original for a brand we love, we get right to work. When planning our passion projects, we aim to recreate what should be. We take the time to step back and analyze a brand from a new perspective — an artistic one. A while back, we had this idea for Nike of an athlete running through California’s rugged wilderness. The purpose of this creative marketing concept for Nike sneakers was to attach the brand to nature and fuse the product with the environment. The result is that the viewer can feel the apparel as if they are feeling the weather. It places our audience in the setting, showing them how it feels to wear Nike.

The YMCA

The YMCA has 11 locations throughout Miami-Dade and Broward County. They are expected to open two brand new locations along North Federal Highway and Sistrunk Boulevard in Fort Lauderdale. From 2017, we handled all of The YMCA’s marketing needs, from strategy, content creation, print and digital distribution, and tracking. Given the scope of The YMCA’s influence in South Florida, they required a full-service package. We provided Video Production, Professional Photography, Graphic Design, Copywriting, Web Development, and Advertising services. All of these were necessary for the launch of 4 annual campaigns: Summer Camp, Healthy Kids Day, Fall Campaign, and Winter Campaign. Each campaign was supported by a unique menu of collateral curated for specific purposes, such as to boost online enrollment or adult memberships at YMCA family centers.

Following the success of our YMCA campaigns in 2017 and 2018, the YMCA marketing team hired us to brand, develop and launch a brand new center in downtown Miami. This facility was targeted exclusively at young professionals in the area. This campaign was different than anything we provided the YMCA of South Florida and, therefore, required a new stylistic approach in order to differentiate the new facility from the family centers.

For the sake of this case study — given the expansive array of marketing materials provided for the YMCA over the years — we will focus exclusively on our 2018 Winter Campaign.

Phases 1 & 2

PHASE 1

Each campaign started with a Case For Business. This was a proposal for marketing direction, outlining budget, timeline, and forecasts. Included were campaign themes, taglines, sample copy, and content direction focused on each of the YMCA’s lead programs: After School Care, Aquatics, Youth Sports, and Health & Wellness. The style guide, complete with web and mobile samples, dictated the upcoming phases of marketing, especially photography, video production, and graphic design.

PHASE 2

Following approval of the Case For Business, we gathered media to be used across all platforms. Photography and Video production led the charge. Photography was pivotal in the creation of all assets associated with the campaign. Both the website, print and digital ads relied on quality photography. Each campaign had various focus areas. For the Winter 2018 campaign, we focused on boosting family membership and individual enrollment. Since we were targeting two different demographics we had to cater stylistic elements to appeal to these consumers. For family membership, we employed bright colors, open spaces, and family activities. This was essentially a tour of the best parts of the YMCA facility from a family’s perspective. Conversely, for individual memberships (which predominantly targeted at young professionals) we used a more dominant color palette and included group shots to motivate consumers to enroll immediately.

AQUATICS

AFTER-SCHOOL CARE

YOUTH SPORTS

HEALTH & WELLNESS

Phase 3

Once media was created we were able to design marketing assets to be used online and via print. We covered all the bases: Dedicated Landing Pages, Facebook Banner Ads, Google Display Ads, Web Pop-up Ads, Email Templates, Fence Banners, Direct Mailers, Billboards, Palm Cards, Program Guides, et cetera. Each campaign employed unique color palettes to differentiate the seasons and show the transition from the old campaign offer to the new one.

Our comprehensive marekting strategy ensured The YMCA would convert warm leads into sales, and generate increased interest amongst cold leads both online and in-person. By presenting the value prop in various ways, while offering various enrollment benefits, we appealed to a large swatch of consumers who prioritize different values in their spending habits. Additionally, we targeted these audience on the online platforms where they are most active, for instance, Facebook and Google. This kept our marketing collateral front and center throughout the entire enrollment campaign.

What made our marketing strategy so effective, was the way these materials came together to make one cohesive sales pitch. Certain collateral focused on particular incentives while other collateral targeted particular demographics. By appealing to a larger group of consumers (who we knew would bre receptive to our messaging) while also diversifying the value proposition, we increased enrollment at both YMCA family centers and thier newest Miami Downtown Fitness Center season after season.

Here a few examples of our work.

Kinetix 365

The Brand

Kinetix 365 is more than just a movement therapy clinic. Kinetix is a team of highly trained professionals using the latest, most advanced physical therapy techniques to help restore their patients back to pain-free health efficiently and for the long-term.

Tailoring their assessments to each individual, the Kinetix team is able to zone in on the root of the issue at hand and fix it from its core. They do so by keeping assessing their patients’ work and home stressors, overall body condition, nutrition, genetic & postural habits, emotional connections and patterns that are held in your muscles.

Health and Fitness Marketing

Credibility is paramount when marketing a professional health and fitness brand. In today’s society of bloggers, influencers, and self-publishers unlicensed individuals and self-proclaimed experts can easily flood the market. To immediately distinguish Kinetix 365 as the real deal, we created professional profiles for their fitness experts. Authoritative content such as this positioned Kinetix 365 in a higher health and fitness tier. Once we established their knowledge we were able to create a series of fitness tutorials for professional, amateur, and casual athletes. This process helped propel the brand into new markets and was essential in accumulating a much larger and proactive audience.

Fitness Tutorials

Video Production spearheaded our push for health and fitness authority. Our strategy: deliver bite-sized chunks of useful knowledge and fitness tips that are easy to apply to any type of fitness routine… for free. These fitness tutorials essentially functioned as previews and showed how developed Kinetix 365’s knowledge and expertise are, as well as how expansive their personalized health and fitness regimes are for each patient/client.

Furthermore, these small, digestible video clips were the ideal pieces of media for social promotions. These were pivotal in growing our consumer base and their loyalty. Since these video tutorials have so much value it was much easier to convert viewers into loyal consumers, while ensuring that our media and social initiatives received the traffic they deserved.

Health In Motion

The professional photography provided for Kinetix 365 focused predominantly on lifestyle. We wanted to motivate viewers into taking action, not just for the purpose of the brand’s mission but for their own well-being. By showing Kinetix in motion and connecting that to ordinary people we were able to build a narrative that has thrived since the first media day.

On the opposite end of the spectrum, Kinetix needed industry authority amongst professional athletes. We had the privilege of working with some of North America’s top female track stars (some of whom will be debuting in the 2020 Olympics in Tokyo) to establish the connection between Kinetix’s expertise in health and fitness and how that ads value to professional athletes.

Behind The Scenes

Thunder Studios

The Brand

Thunder Studios hired us to cover their latest Thunder Gaming competition in Los Angeles. This is the arena “Where esports stories are told.” This year’s Thunder Gaming competition featured the industry’s top video gaming personalities facing off in a Super Smash Bros Ultimate tournament for a $20,000 grand prize.

Our team played a crucial role during Thunder Studios’ broadcast of the esports event. We conducted live interviews with both the gamers and the commentators, capturing their insights and reactions in real-time. To enhance the live broadcast, we performed on-the-spot video edits right there in the arena, ensuring that the most exciting moments were seamlessly integrated into the live stream. Additionally, we filmed extensive B-roll footage, providing valuable material for future event coverage and promotional content.

Below is an exciting highlight reel we filmed and edited, showcasing the intense progression of the competition as it unfolded. This reel captures the energy, skill, and drama of the Thunder Gaming competition, offering a glimpse into the vibrant world of esports at Thunder Studios.

Karelle Edwards

Karelle Edwards is a Canadian 100m hurdler and five-time Canadian National Team member, having participated in:

2017 World University Games
2015 World University Games
2013 Francophone Games
2008 World Junior Championships
2007 World Youth Championships

Karelle is currently training for the 2020 Summer Olympics in Tokyo, Japan. We joined her on the track in Los Angeles, California to photograph these great images.

The Purpose

We teamed up with Karelle Edwards to produce professional photography that would be used to enhance her professional sports brand just in time for her debut at the 2020 Olympics in Tokyo, Japan. Our concepts fused professional athlete photography with athletic fashion photography, but in a way that looked and felt like lifestyle photography. To achieve this, we combined stills that showcase her personality, action shots that capture her athletic prowess, and poses that highlight her athletic wear. As artistic directors, we sat down with Karelle Edwards to conceptualize our shot list and ensure that our gallery would fully showcase her personality, skill, and sport. As marketing managers, we chose to integrate poses, settings, and postures that our target audience would gravitate towards, and that other marketers and brands would feel inclined to share or mimic.

Karelle Edwards posing for camera in front of building looking off to the side

The Challenge

Coming from a commercial background it is difficult guiding a professional athlete to pose and move the way you think they should. When mapping out the visuals, it’s easy to say pose this way or that because you know the photo will be beautiful. But from the athletes perspective, our artistic direction may not always represent the sport.

For instance, when posing Karelle to take off from the starting block, we wanted her shoes positioned so that the Nike logo would be clearly visible. It took some adjusting to get the right balance between the shot we envisioned and what would appeal to athletes. In the end, we achieved that balance. The image not only looks great but will also appeal to consumers shopping for sportswear in Sports Illustrated as well as amateur athletes looking for guidance in their sport. A lot of the challenges come down to what is proper and what is marketable. In the end, you have to trust the person (or people) you are working with. Every photo shoot is a partnership between professionals. That is how we operate. Karelle was great to work with and (unbeknownst to us) a keen artistic director, so all the challenges we faced were easily overcome.

Capturing a professional athlete in action is always a unique challenge. Getting the perfect shots demanded precision in timing Karelle’s dynamic movements, while ensuring her spirit and the brand remained prominent. It took several trials, a few resets, and dedicated efforts to flawlessly freeze her compelling actions into these stunning photographs. Our commitment to preserving both the essence of the athlete and brand identity culminated in a series of striking images that encapsulate her determination and athletic prowess.

Flo Rida Fox Sports Go App

Fox Sports commissioned this thirty second spot featuring Miami’s very own, Flo Rida. We were asked to produce and shoot the short in order to promote the new app, Fox Sports Go, that allows anyone to pick up a smartphone or tablet and watch live games and Fox Sports TV shows while on the go. The spot was shot entirely at the Mandarin Oriental in Brickell Key, Florida and we used local talent and crew throughout. For more information or to discuss your next project, please contact us.

Featured Image Photo Credit

Gold Coast Magazine

Gold Coast Magazine
Boxer Chasity Martin

When our friends at Gold Coast Magazine asked us if we could get some shots of local pro boxer Chasity Martin, we were more than pumped. They were working on an article about this tough woman, and they wanted to feature some photos that would capture her working out with her trainer, as well as a behind the scenes video and brief interview with Chasity.

What we love most about these shots are how they capture the extreme dedication she has to her sport. Her success comes from raw talent, and mostly a lot of hard work. The variety of training methods that we documented really complemented Gold Coast’s article, and the BTS video does a great job of providing a teaser to the incredible story of how she arrived to where she is today.

It’s always an honor to work with Gold Coast, one of the longest-running city magazine companies in Florida. And Chasity: we are pulling for you—go and make us proud!

NBA Season X: The Charlie Villanueva Documentary

NBA SEASON X: THE CHARLIE VILLANUEVA DOCUMENTARY

Tivity Social + Creative Agency
NBA Season X: The Charlie Villanueva Documentary

We were thrilled to collaborate with Tivity Social on this project. The guys at Tivity needed to come up with a sneak peek video about a biopic they’ve been working on based on one of the most inspiring stories in NBA history.

The biopic is centered around the life of Charlie Villanueva; the current Power Forward for the Dallas Mavericks.

The picture looks back at his decade-long roller-coaster career, and explores the his experience in being the only player in the league diagnosed with Alopecia Areata Universalis, as well as the strides he’s made by way of his anti-bullying campaigns.