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"

As a filmmaker and photographer collaborating with KT Tape, I embarked on two inspiring projects that showcased the brand's mission and values through compelling storytelling.

This case study highlights my creative direction, filmmaking, photography and the diverse array of multi-platform content creation for both "Recovering My Own Way," featuring Matt McElroy, and "From Dreams to Medals," featuring Molly Seidel.

These projects collectively underline KT Tape's dedication to athletes' well-being, recovery, and the pursuit of excellence across various digital channels.

Creative Direction for "Recovering My Own Way" and "From Dreams to Medals"

My creative direction for both projects revolved around capturing the essence of each athlete's remarkable journey while aligning seamlessly with KT Tape's core message of injury recovery, perseverance, and athlete well-being.

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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