DIALED[IN] Muscle Cream is an athletic recovery product that supports and protects not just high performance athletes, but people for whom athletic movement is an integral part of their daily life, and natural expression.
In producing this short for the co-founders, Jenny and Kirk Whiteman, I endeavoured to make tangible both the joy that these athletes feel when they accomplish their goals, and the deep spiritual satisfaction that comes from avoiding the pain that follows.
We utilized interviews with athletes and on-site b-roll of them in action, including Paloma's dance practice, to help audiences visualize the impact of DIALED[IN] Muscle Cream, and the philosophy of self-care that motivates the co-founders.
They both spoke extensively about how finding happiness in athletic accomplishment, nurturing yourself and treating yourself with respect, is key to athletic longevity.
Here's what Jenny had to say about our collaboration:
"It was a pleasure working with Nick from our early conversations through production completion. They were able to flush out and highlight the key elements of our story in a way that draws you in, wanting to see more. We are so pleased with the final product; it's more than just a product brand video, it tells a compelling story. Nick is truly a gifted listener and visionary!"
Kirk developed DIALED[IN] Muscle Cream to make sure athletes can accomplish their goals without pain and discomfort. When I asked Kirk about his entrepreneurship, he stopped me — this isn't about entrepreneurship for him, it's about helping people.
What's really special about working around athletes is how mutually-inspirational they are. In the video, Kirk describes watching Nelson Vails, a former bike messenger, win the gold medal at the 1984 Pan Am Games. That single moment set in motion a direction for Kirk's life, one motivated not just by his own athletic excellence but supporting it in others.
My favorite video productions are the ones where I get to capture someone like Kirk, who is motivated from a deep and meaningful place to give back to others. That's not just good storytelling, it's good business.
Getting to interview McKenna McKee, a 13-time national champion, was also a really special experience. She's been working with Kirk as her coach for 11 years! That's a lot of history, a whole lot of effort, and even more inside jokes.
It was really important to me to not just highlight the athletic achievements that this product makes possible and painless, but the relationships that drive these accomplishments.
There's so much care in these networks of support. When McKenna crosses a finish line, it's not just all her effort that gets her there, not just the products that make it less painful the next day, but the people that hold her up.
I produce videos in much the same style — it's about being part of this village. It's about what we'll all accomplish together.
Commercial Video Production to Cross the Finish Line
