No matter how long you’ve been in the business, every production teaches you something. The ETS Global Campaign was no exception.
This project — designed to spotlight student athletes in football, gymnastics, and tennis — challenged us with tight timelines, tough weather, and a commitment to authenticity. Here are three key takeaways from the experience:
Cast for Authenticity
“It was important that we cast real people who actually are athletes.” Leif Johnson, Director
It’s hard to fake the rhythm of a gymnast’s routine or the mental game of a tennis match. We needed more than actors — we needed real athletes who live and breathe their discipline. Their instinctual timing and subtle intensity became the emotional core of the film.
Use the Weather (Even When It’s Against You)
“The rain added an extra cinematic value.” Leif Johnson, Director
Winter conditions weren’t ideal. But instead of seeing them as obstacles, we used them as creative texture. Rain lit by floodlights. Visible breath in early-morning cold. These moments added depth beyond the storyboard.
Build Trust to Move Fast
“We had about six weeks from concept to the first draft of the edit.” Rachel Wan, Producer
Fast timelines demanded aligned teams. From day one, we worked shoulder to shoulder with the ETS Global team, tightening decisions, avoiding bottlenecks, and sharing the pressure. That collaborative momentum carried us through two 16-hour shoot days, and into a seamless post-production spring.
The final video went on to break engagement records for ETS Global. And we’re carrying these three takeaways with us: cast authentically, adapt quickly, and prioritize tight collaboration.
Head of Marketing at Synima
