Case Study: Creative Direction in Modern Filmmaking

Multi-Platform Content Creation for KT Tape // Athletes Short Film

Client: KT Tape

Projects: "Recovering My Own Way" and "From Dreams to Medals"

**Title:** *Best Week Ever: Canyon Bicycles' Trailblazing Success*

**Introduction:**

In the dynamic world of mountain biking, one series dared to push boundaries and redefine adventure, capturing the hearts of enthusiasts while elevating Canyon Bicycles' brand to new heights. This case study unravels the story of "Best Week Ever," a groundbreaking series featuring professional mountain biker Ryan Petry, as he embarked on a thrilling journey through seven iconic Colorado mountain towns in just seven days. Beyond the daring rides and breathtaking landscapes, this series showcased the strategic brilliance behind creating episodic content, the star power of industry celebrities, the authenticity of connections forged with local riders, and the pivotal role it played in branding for Canyon Bicycles.

**Creating Weekly Episodes:**

A cornerstone of "Best Week Ever's" triumph was its weekly release schedule. By delivering fresh content consistently, Canyon Bicycles ensured viewers remained engaged and eager for more. The weekly releases built anticipation, attracting a loyal audience that returned for each new episode, with an average of 10,000 views on the Canyon Bicycles YouTube channel for each installment.

**Including Minor Outdoor Industry Celebrities:**

The inclusion of minor outdoor industry celebrities like Dave Wiens and Chris Davenport proved to be a strategic masterstroke. Their participation brought additional credibility and a broader audience to the series, contributing to the cumulative view count of over 700,000 across all platforms.

**Authentic Connections with Local Riders:**

The heart of "Best Week Ever" lay in Ryan Petry's genuine connections with local riders in each mountain town. These encounters were not scripted; they were authentic exchanges that highlighted the importance of community in the biking world. Ryan's openness to learning from the locals and sharing their stories fostered a deep emotional connection with viewers, contributing significantly to the series' over 1.5 million views on Instagram alone.

**Branding for Canyon Bicycles:**

"Best Week Ever" was not merely an adventure; it was a branding masterpiece for Canyon Bicycles. The series showcased Canyon Bicycles' bikes in demanding real-world conditions, demonstrating their performance and durability. It positioned the brand as more than just a bike manufacturer; it was a company that embodied the spirit of adventure, community, and authenticity, garnering over 150,000 views on Instagram per episode across various accounts that shared the content.

**Credit Sponsors and Partnerships:**

The support of credit sponsors including Pearl Izumi, Sweet Protection, WTB, and Industry Nine played a pivotal role in the series' success. These partnerships not only provided necessary resources but also expanded the reach of the series. The alignment with reputable outdoor brands complemented Canyon Bicycles' image and further solidified its position as an industry leader, contributing to the series' total view count of over 1.2 million views across YouTube and Instagram.

**Conclusion:**

"Best Week Ever" was a mountain biking odyssey that blended adventure, community, and authenticity into a captivating series. It strategically harnessed the power of weekly episodes, industry celebrities, and fostered genuine connections with local riders. Through this, it etched Canyon Bicycles' name onto the hearts of viewers, cementing its identity as a brand that shared the same passion and values as its customers. This case study is a testament to the potent combination of storytelling, partnerships, and authenticity in building and reinforcing a brand's identity in a competitive market.

1. Authentic Storytelling:

In "Recovering My Own Way," I delved deep into Matt McElroy's personal history, training methods, and unique journey, capturing his passion for unorthodox training approaches. In "From Dreams to Medals," I unveiled Molly Seidel's resilience and love for running, showcasing how she listens to her body and seeks joy in her training.

2. Resilience and Adaptability:

In Matt McElroy's story, I highlighted his journey of adapting to stress-induced injuries and embracing cross-training as a path to success. With Molly Seidel, I emphasized her perseverance in the face of challenges, mirroring KT Tape's commitment to supporting athletes' diverse needs.

3. Local and Personal Touch:

In "Recovering My Own Way," I showcased Matt McElroy's journey against the backdrop of the Rocky Mountain West, emphasizing the importance of local environments and personal connections. In "From Dreams to Medals," I portrayed Molly Seidel's training in her Wisconsin hometown, reinforcing KT Tape's commitment to athletes' individual needs.

4. Metaphorical Storytelling:

In Matt McElroy's story, I drew metaphors from his love for outdoor adventure, likening his approach to navigating uncharted terrain. In "From Dreams to Medals," I skillfully used Molly Seidel's sailing background as a metaphor for her adaptability and resilience in running, adding depth to the storytelling.

Multi-Platform Content Creation

In addition to the captivating short films, I recognized the importance of creating a wide range of content assets to cater to different platforms, ensuring that KT Tape's message reaches a broader and more diverse audience.

1. Photos:

Beyond the moving image, high-quality imagery plays a vital role in storytelling. I captured compelling photographs that encapsulated the essence of each athlete's journey, portraying their determination, resilience, and joy in training. These images served as powerful visual assets for various digital and print platforms, including websites, social media, and promotional materials.

These photos were also used in product packaging to sell limited edition versions of Molly Seidel and Matt McElroy endorsed KT Tape.

2. Short Form Vertical Videos:

In recognition of the growing significance of short-form content on platforms like Instagram and TikTok, I crafted bite-sized vertical videos that teased the longer narratives of each athlete's story. These snippets not only piqued the audience's interest but also drove traffic to the main short films, maximizing engagement and reach.

3. Blogs:

To offer a more in-depth exploration of each athlete's journey, I authored insightful blog posts. These written pieces delved into the personal histories, training methodologies, and life lessons of Matt McElroy and Molly Seidel. Blogs not only enriched the storytelling but also enhanced KT Tape's website SEO and provided valuable content for blog subscribers.

4. Short Film:

At the heart of each project, I created inspiring short films that served as the cornerstone of the campaign. These films were designed to engage and emotionally resonate with the audience, encapsulating the brand's message and the athletes' extraordinary journeys.

Optimizing Performance Across Platforms

The multi-platform content strategy was strategically designed to maximize the performance of KT Tape's message on diverse digital platforms:

- Visual Impact: High-quality photos visually conveyed the athletes' stories, capturing viewers' attention on websites and social media.

- Engagement on Social Media: Short-form vertical videos catered to platforms like Instagram Stories and TikTok, where bite-sized content is king.

- SEO and Content Enrichment: Blog posts provided rich, searchable content for KT Tape's website, boosting discoverability and organic traffic.

- Emotional Connection: The short films served as emotional anchors, drawing audiences into the inspiring narratives, thereby solidifying the brand's position in the hearts of viewers.

Creating a Comprehensive Strategy

By creating a wide range of content assets, including photos, short-form vertical videos, blogs, and the core short films, I ensured that KT Tape's message reached a diverse audience across multiple digital platforms. This comprehensive approach not only engaged viewers effectively but also enhanced the brand's online presence, driving engagement and loyalty.

The success of these projects showcases the power of a well-rounded content strategy in promoting KT Tape's mission of supporting athletes on their unique journeys to greatness.

Want to Work Together?

Roo is a commercial/documentary filmmaker and photographer based in Boulder, Colorado but travels all around the world for his filmmaking career. He has produced films for Outside Magazine in Ireland, camera operated for Netflix in the Rocky Mountain West, photographed among indigenous communities in Peru and Ecuador, directed videos with professional climbers in Mexico and has received notable recognition in his hometown of Orcas Island in Washington State for his work telling uplifting stories in the outdoor space.

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