CREATIVE PROCESS
WHAT IS THIS
Here I want you to see what my creative process is like (in part)
in an organised way (we know that reality is not so perfect), so you
can see how I work, my references, ideas and so on.
Feel free to ask anything about this process :)
Yes, only you can access this page of my website.
BRIEF & PROBLEM
A sports brand wants to connect with an audience that experiences effort
and discipline in a personal, silent way, but feels disconnected from traditional
narratives of success, victory and exaggerated motivation.
How can we communicate the mindset and daily effort required to achieve ambitious
goals in a way that resonates emotionally and feels authentic?
INSIGHT
Most current messages focus on the final result or external achievement, ignoring
the most real part of the process: mental struggle, fatigue and consistency when
there is no immediate reward.
Explored options:
External competition focus: Showcasing a race against others, highlighting speed, victory, and comparison.
That one felt too cliché and superficial.
Overt motivational style: High-energy montage of training and success, inspirational voiceover.
It was too obvious and lacked intimacy
Internal challenge focus (Chosen): Represent the daily sacrifices and the personal, mental struggle
It also emphasises that the true competition is with oneself
THE CORE IDEA
The core idea is to represent the daily sacrifices required to achieve great goals
and how the only competition is really between you and yourself.
Not only physically, but above all, mentally.
We dive right into the emotion, the character is training like a madman. The introduction
is the conflict itself, that challenge he has with himself. The resolution of that conflict will
come when he finishes training for the day, but the next day it's the same thing all over again.
The resolution comes at some point, but what matters is what you've experienced day to day
and the person you've become.
ART DIRECTION
Visual Language Every frame is designed to feel physical and mental at the same time, reflecting the inner tension
of the character. There is no visual excess; I wanted the emotion to feel raw, simple and intentional.
Color & Light Muted tones dominate the work, avoiding vibrant colours. The light is directional, often harsh, emphasising
texture: sweat, skin, breath. Shadows are present and significant, reinforcing isolation and introspection.
Framing & Composition
The frames are tight and intimate, often cropping the body in unconventional ways. The character usually appears
centred or isolated within the negative space, reinforcing the idea of internal confrontation rather than external
competition. Wide shots are used to emphasise solitude.
Texture & Detail Close attention is given to small details: breath, muscle tension, sweat, movements and pauses. These elements
carry as much narrative weight as action itself. Nothing is decorative, every visual choice serves the emotional state.
REFERENCES
DIRECTION
Camera Movement
Camera movement is minimal and deliberate. Static frames and slow, controlled
movements create a sense of weight and resistance. The camera never feels like
an observer of performance, but a presence inside the struggle.
Rhythm Editing is slow and heavy, allowing moments to breathe. Repetition and pauses are
embraced. Cuts are motivated by physical exhaustion or mental shifts.
The pace supports the idea of endurance.
A lot more things about direction, but don’t want to make it so long
STORYBOARD
RESULT
THE INNER BATTLE
Hope you enjoyed it
Thanks