Untapped

The best brand films happen when you're willing to follow the story wherever it goes. Even when it goes somewhere nobody planned. The original concept was clean: follow former professional cyclist Ted King as he learns cross-country skiing from Olympic legend Kikkan Randall, culminating in a race at the famous American Birkebeiner. Start with a roller ski lesson on pavement in New Hampshire, track Ted's learning curve as he transitions from wheels to snow in Vermont, and document his seemingly limitless cardio fitness carrying him through 50 kilometers in Wisconsin. A feel-good story about athletic versatility and expert coaching.

Then Ted broke his arm at a bike race. The film could have ended there. But Ted recovered as fast as he bikes, and we pivoted with him. What emerged was something better than the original plan: a story with real stakes and unexpected drama. We followed Ted to Wisconsin and captured his first-ever cross-country ski race, all 50 kilometers of it, one arm held together with hardware. Nutrition ran through every part of the story, from Ted's recovery to his performance on race day. And watching a few thousand carb-depleted endurance athletes discover free maple syrup samples at the Untapped expo booth gave us footage that needed zero direction.

The result was authentic, unpredictable, and exactly what great branded content should be.