Ten Thousand’s campaign work runs as a set of recurring franchises, each built around one idea about training. I directed them from concept through production and delivery, building every series to run as a hero film and break down into cutdowns for paid, social, and site.
Feats of Strength
A benchmark effort, filmed end to end. One athlete sets a mark worth attempting and the camera stays on it — the preparation, the attempt, and whatever the result turns out to be.
Do Hard Things
The franchise built on the brand line. Athletes take on the option they could have skipped, and the films sit with the part most training content edits out.
FIT
The intersection of fitness and style. We document the idiosyncratic looks these people put together.
Stoic Grit
Made in collaboration with Ryan Holiday, author of numerous books on modern-day Stoicism. In this series he digs into how Stoic philosophy translates to the modern athlete’s mindset.
Sign of Strength
A close look at what training leaves behind: chalked hands, taped wrists, worn gear, the marks of a long block. Shot tight and cut short, so each piece works on its own or as part of the set.