A basketball shop at a streetball tournament
A basketball shop doesn't sell a shoe with a photo of the shoe. It sells by showing up where its customers actually are: at the tournament.
Streetball under the mountains: tournament cut
The brief
Show up at the StreetballMania tournament in Děčín and come back with a series of videos for the shop's social channels. No script, no shot list, no second camera.
What was at stake
A sports shop competes with online stores that have lower prices and faster delivery. What those stores don’t have is a presence where the game is played. The tournament is one of the few days when the entire target audience is in one place and in a good mood. Footage from it is only worth anything if it goes out while people still remember the day.
The constraint
Ten hours of filming straight through, seven in the morning to five in the afternoon. A tournament runs continuously and can't be replayed: the decision about what to film and what to let go happens in the moment. Everything filmed beyond that is footage somebody then has to sit through. Everything not filmed no longer exists.
How it was shot and cut
We fixed the structure before arriving: the game, faces, hands, the gear in real play. That gave the edit a spine while the camera was still rolling, instead of hours of footage nobody would use.
Shoot vertical, even though sport fights it
Almost every viewer will watch this on a phone held upright. A horizontal frame shrinks to a strip across the middle of that screen, and everything to the left and right of it is work nobody will ever see.
Captions burned into the picture
Social feeds start a video muted. A caption built into the image works even for the viewer who never touches the volume, and it survives being forwarded on.
The product is always in motion
Ball, shoes, jersey: all of it on screen mid-game, never on a white background. The competition has product photography too. What it doesn't have is a player wearing those shoes in the middle of a match.
Frames from the film
Click any frame to open it full screen.
One shooting day gave the shop a whole series, published while the tournament was still a topic, showing its gear exactly where a customer would actually use it.
CreditsConcept, camera and edit: Kirill · Tournament: StreetballMania, Děčín