Short-form for a sports creator
A player, three words on screen and one reaction. The most-watched thing to come out of our edit suite so far, and it went out on the client's channel.
Three words, one reaction
The brief
Short vertical videos for the account of a basketball player and creator whose audience reaches well beyond the sport. The idea, the camera and the edit are all ours.
What was at stake
For a creator, one video catching matters more than the total number made. An account doesn't grow evenly, it grows in jumps, and the jump comes from the video a person who knows nothing about the sport still understands.
The constraint
Two seconds. That's all the format gets to stop a thumb: no sound, on a phone held upright. And it's filmed in a gym between training sessions, by one person, with no second take.
How it was shot and cut
We built it on a simple word game: three terms appear on screen and the player reacts to them. No knowledge of the sport is needed for any of it, the reaction carries the whole video, and the gym stays in frame so it's instantly clear who's talking and from where.
Text on screen instead of explanation
Three words in bubbles set up the premise before anyone could finish a sentence. The viewer knows what this is at exactly the moment the thumb hesitates.
The face fills the frame
The reaction is the content. With both the expression and the gym in one composition, the video works with sound and without, and most will see it without.
Filmed where everyone already is
No separate shooting day. A format that demands a production gets made once and never again; this one happens between training, which is why it can keep happening.
Frames from the film
Click any frame to open it full screen.
One video has over 775 thousand views, the highest figure to come out of our edit suite so far. It sits on the client's channel, so anyone can open it and check.
CreditsConcept, camera and edit: Kirill · Client channel: Nic Russo