VIDEOS | My Favs
The following video projects have special meaning for me. The process
of working on, developing, and bringing to light these projects has
taught me a lot about myself, shaped my perspective, guided my thinking,
and allowed me to hone my craft.
"Coming Through"
Sometimes the smallest things carry the greatest heft. They are easy to overlook, but that's our loss. This is a mini-feature video I was fortunate to be a part of. While the brand always had a certain "hardcore" perception, I believe that if true, it's nothing more than a mindset. The idea is similar to kaizen. While this may not be the typical story we tell, it really captures so much of what Animal means to me–the dreams, the work and the reaching. Anyone, anywhere who gets on a journey to better himself and does so with honor, discipline and dedication is an "Animal" in my opinion. Larry's story is all about those who toil in anonymity. When I met him for the first time, his humility and insouciance was captivating.
Youtube | Animal | Larry's Story
"Journey To CAPO"
It's easy to dismiss weightlifters as "meatheads"–I did as well. But the more I got to know the sport and the people in it, my perspective began to change. This process fundamentally shaped me as a marketer. In this feature video, several elite American powerlifters travel to compete in at one of the world's biggest event in Australia. While they all come from different walks of life, they each share something in common–an indomitable will.Youtube | Animal | Trailer • First Look • Chapter 1 • Chapter 2 • Chapter 3 • Chapter 4 • Chapter 5 • Conclusion
"No Limit: Food Shopping & Prep Without A Budget"
With over 4.3M views, this video really resonated with viewers. Animal's mission was to provide real, useful content without the hype and sales pitch. "No Limit" was a series about food. It featured different athletes who shopped for a week's worth of food as they did at home. Two related series put constraints on the athletes–"Huge On Hundred" forced each athlete to pick the best groceries for a week's worth of food with $100, and "Big On A Budget" dropped the amount to only $50.
Youtube | Animal | Featuring Evan Centopani