A coach's brand: format over drills
A drill video gets watched by people who already train. To reach further, it has to work for someone who knows nothing about basketball.
Court quiz: miss it and you didn't know it
The brief
Content for the personal brand of a coach with a circle of players around him. The idea, the camera and the edit are ours: a hundred percent of it is made here, which is exactly why whether the format works is our responsibility too.
What was at stake
A coach grows by who he pulls toward him. Content watched only by his own squad brings nobody new; content that gets shared does. This is also our test bed: what holds up here is what we then take to a paying client's channel.
The constraint
A player gives you half an hour and there's no second take. So the format has to work the first time, can't contain anything that might go wrong, and can't require the player to perform.
How it was shot and cut
We start from the format first, before any shots. A quiz on court: two players, primary-school questions, and defending the hoop as the forfeit for a wrong answer.
A format that needs no knowledge of the sport
"How many bones does an adult have" works for everyone. Basketball is just the setting and the forfeit here. It isn't a requirement for entry, and that's exactly why the video travels further than a drill.
One block, one location
Everything is filmed at once on one court, not to save money. With a player at this level, a second shooting day is unrealistic, and a series that needs one simply never gets made.
It opens on the punchline
The first second shows somebody missing the hoop instead of us introducing ourselves. Whoever stays for that first second watches the rest.
More from this project
Frames from the film
Click any frame to open it full screen.
The coach has a format that can be reshot with other players, plus content that gets shared outside the basketball bubble.
CreditsConcept, camera and edit: Kirill