Directing a narrative sports commercial

At the time, most of my work revolved around food, and I began to be recognized—and labeled—as a food documentary filmmaker. But my creative passion has always been rooted in telling emotional stories of transformation, resilience, and redemption. I wanted to break out of that mold and show what I was truly capable of.

This year was tough. Like many others, I faced a slow season with a lack of work. But instead of seeing it as a setback, I used it as an opportunity to sharpen my skills as a commercial director.

This project challenged me in every way—as a director, a leader, and a creative. I hope this behind-the-scenes look offers insight into how I approach storytelling and bring meaningful narratives to life.

Why Did I Direct This?

As a kid, I was always drawn to underdog stories, rooting for the losing team in the hopes of witnessing a miracle. The stories that have always resonated with me most are those of athletes fighting to come back—stories of resilience, grit, and redemption. So when my DP shared his friend’s journey with me, I knew instantly this was a story I could pour my heart into, one worth dedicating my time and energy to bringing to life.

Timeline

This project spanned five months, covering six locations, involving a dedicated team of 20 cast and crew, and fueled by an immense amount of passion.

Why five months? Because we set out to craft something intentional—meticulously designed, deeply meaningful, and visually compelling. Every detail mattered, and our guiding motto was, "Slow is fast." When producing a spec commercial on our own dime, rushing wasn’t an option—only purpose-driven storytelling and thoughtful execution.

Commercial Lookbook

I envisioned a look that not only captured our hero’s physical struggle but also reflected the mental battle that comes with recovery. Healing from an injury isn’t just about rebuilding the body—it’s about overcoming the doubts and setbacks that come with it. A desaturated palette defined her world as she worked through the challenges of an MCL injury, while the cool tones of the PNW winter naturally reinforced the emotional weight of her journey.

Finding Locations & Crew

Every location we used was secured for free—proof of the power of relationships. The two gym locations were places I had trained at for over a year, and a gym buddy connected us with the owners of Rose City Rec Room. My DP had a history with the Track & Field location, having gone to high school there and still knowing some of the coaches. Most of our crew were friends we’d built relationships with over the years. This commercial wasn’t just made through planning and execution—it was made through community.

Set Decorating & Wardrobe

This project taught me a crucial lesson—the importance of set design and wardrobe. You can have the best camera in the world, but if your location falls flat, the image will too. That’s why, as a team, we focused on securing visually compelling locations and elevating them further through thoughtful set decoration and wardrobe choices.

Even without a dedicated wardrobe stylist, I curated a cohesive look for our talent by following a carefully selected color palette. We styled over 20 outfits, each reflecting a different stage in the athlete’s recovery journey, ensuring that every detail contributed to the story we were telling.

The Feel

Video is more than just visuals—it’s a multi-layered experience where images and sound work together to evoke emotion and memory. For this commercial, I wanted people to truly feel the immense struggle of recovering from a physical injury—the frustration, the pain, the mental and physical toll. It’s tough, exhausting, and at times, it feels endless. But through that struggle comes resilience. My hope is that this piece serves as a source of inspiration for anyone on their own journey to recovery.

Day 1

On day one, we shot at a local gym, setting the stage for our hero’s journey. The goal was to capture both the physical and mental struggle of recovery—showing her frustration as she fought through a simple workout, running through different locations like a park, a neighborhood, and the gym. But beyond the struggle, we aimed to highlight her resilience. In contrast to her earlier challenges, we filmed her post-rehab, pushing through an intense workout, proving her strength and determination. Each shot was crafted to reflect the emotional depth of her journey, from doubt to triumph.

Day 2

On day two, we filmed at my house, focusing on the emotional duality of recovery—capturing both the highs and lows of our athlete’s journey. The vision was to showcase the quiet, introspective moments of frustration and doubt, balanced with glimpses of hope and progress. Through subtle details—like the way she moves, rests, and reflects—we aimed to create an honest portrayal of the mental and physical toll of healing, while also highlighting the small victories that make the journey worthwhile.

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Day 3

On day three, we transformed a local gym into a physical therapy clinic, using a single location to represent six months of recovery. Our vision was to condense the emotional and physical evolution of the journey into one space, capturing the shifting moods, tones, and feelings that come with rehabilitation. From the early days of pain and frustration to moments of determination and breakthrough, we used lighting, movement, and composition to reflect the highs and lows of the healing process—all within the walls of this one space.

Day 4

On day four, we filmed at a local track and field, focusing on the emotional arc of an athlete’s recovery. We aimed to reenact the pivotal moment of injury, capturing the heartbreak and mental toll of being sidelined. Through visual storytelling, we explored the frustration, longing, and resilience that come with the struggle to return. But just as important was the moment of triumph—the pure joy of stepping back onto the track, moving freely again, and reclaiming the sport she loves.

Creating a high-quality piece takes time, but more importantly, it requires a clear vision to guide the team. As a director, I realized that having the best gear means nothing without a strong blueprint for others to bring their magic to life. Everyone was counting on me to steer the ship, not just toward completion but toward something meaningful. This project taught me that vision alone isn’t enough—it must be fueled by passion. When long hours stretch on and challenges arise, how I lead and uplift my team makes all the difference. It’s easy to stop when things get tough, but staying passionate is what drives us forward. Through this experience, I learned what it truly takes to develop and sustain a vision while directing a commercial.