Strava No Other Way
Concept / Director / Director of Photography / Editor
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
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 -
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: