June 9, 2024
CrossFit Northern ICE
Project scope
I produced two engaging videos for CrossFit Northern Ice, each with the goal of drawing viewers deeper into the story and building emotional investment. The first video focuses on the inspiring journey of the owners — from their humble beginnings to running the Battle in the North for the second consecutive year, now the largest CrossFit competition in Northern BC. This video highlights not only their passion and commitment but also their vision of community, showing how far they’ve come and the impact they’ve made in the local fitness scene. The intention was to connect viewers with their journey, making them feel part of this incredible growth.
The second video takes a storytelling approach to capture the heart of the event itself. Through dynamic footage and a compelling narrative, it immerses viewers in the energy of the competition, showcasing the athletes, the hard work, and the fierce community spirit. This recap video is designed to pull people into the excitement of the event, evoking the emotions of accomplishment, teamwork, and passion that define the Battle in the North. The goal was to not only share the story of the event but also to encourage others to get involved and feel part of something bigger.
Narrative Interview Technique
I employed a carefully crafted interview strategy, utilizing strategic questioning and production techniques to elicit genuine emotional responses from the owners. The focus was on capturing their authentic passion and journey, allowing them to articulate their core brand values in a high-energy moment right after their signature event. This approach ensured the interview conveyed not only the history of their business but also the deeply personal connection they have with their community and the Battle in the North event.
Brand Personality Development
The video storytelling placed a strong emphasis on the family-run nature of CrossFit Northern Ice, showcasing their unique approach to fitness that prioritizes community, inclusivity, and empowerment. Through intentional visual storytelling and thoughtful editorial choices, I reinforced the brand’s personality — warm, approachable, and grounded in a strong sense of family. These elements were designed to differentiate CrossFit Northern Ice from other gyms and foster a deeper emotional connection with their audience.
Multi-Purpose Content Strategy
I created versatile content that not only served the immediate need for event coverage but also aligned with long-term brand-building goals. By producing both a personal brand narrative and a dynamic event recap, I was able to maximize the content's value, ensuring it could be repurposed across various platforms. This strategic approach allows CrossFit Northern Ice to maintain a consistent presence and story, further expanding their brand’s reach while also keeping the audience emotionally engaged over time.