Strava No Other Way

MY ROLE

Concept / Director / Director of Photography / Editor

SUMMARY

This isn't for the casual joggers, or beach-side cyclists. Strava is for those born with the "super power" of resilience. This is for a rare type of breed, whose biggest competition is not others - but themselves.

​

While there are many ads out there that show the grit and sweat that athletes endure, we wanted to create a cinematic spot that showed the more poetic, internal struggle that athletes face. We adapted one of my favorite poems by Charles Bukowski, and spent a weekend holding RED cameras off of icy cliffs, hanging out of Jeeps with stabilizers, and filming on frozen mountain tops at 5 am.

BEHIND THE PRODUCTION

- SHOT ON -

Red Digital Cinema SCARLET MX

DJI RONIN

This was my first time mounting a cinema camera on a stabilizer - and it totally changed the game. The combination provided stability and a cinematic feel that allowed me to really capture the athlete's emotions. I wanted you to see the determination of the athletes in their expressions and actions.

All three days of production consisted of extremely cold temperatures and overcast conditions. We were filming in some challenging conditions, but we had fun doing it. We had the opportunity to film some awesome athletes and work on our craft.

- EDITED ON -

CREDITS

​

DIRECTED BY STEVEN CRAIG SMITH & ALEXA SPIROFF

​

PRODUCERS: WHITNEY MERRILL

DIRECTOR OF PHOTOGRAPHY: STEVEN CRAIG SMITH

PRODUCTION DESIGNER: ALEXA SPIROFF

1ST AC: JULIAN LOPEZ

STEADICAM OP: JULIAN LOPEZ

EDITORS: STEVEN CRAIG SMITH

COLOR: HANNAH RUF

DIGITAL RETOUCHING: BRANDON HEMSLEY

CHASE CAR DRIVERS: MARCUS PRICE & MICHAEL PALAZZO

COPY: CHARLES BUKOWSKI ADAPTED BY HANNAH NORTON

VOICE RECORDING: CRAIG PICKUP

​

​

​

​

​

SPEC TVC FOR: STRAVA

​

​

​

Special thanks to Marcus Price and Nathan Tsoi

​

AWARDS & RECOGNITION: