Rugby Canada
Building In-App Content for Rugby Canada
Produced original branded content for Rugby Canada, including fitness app videos and brand storytelling assets.
Direction
Strategy
Digital Identity
Branding
UX/UI
The Challenge
Rugby Canada partnered with Evolve Functional Fitness to create elite training content led by National Team athletes. The timeline was tight, requiring us to catch the athletes during their active season. The challenge was producing content that showcased athlete expertise while remaining accessible and instructional for a wide range of fitness users.
Strategic Action
- Precision Production Logistics: I led the production team through a high-intensity shoot schedule, coordinating multi-location shoots (gyms, trails, fields) with elite athletes. We had to be agile, capturing content between their actual training sessions.
- Dual-Stream Content Strategy: Maximized our budget by shooting two streams of content simultaneously: technical, form-focused tutorials for the app, and cinematic, high-emotion footage for Rugby Canada’s brand marketing.
- The "Spirit of Rugby": Utilized the cinematic footage to produce a national brand anthem video, leveraging the app production budget to deliver a major brand asset for the national federation.
Key Results:
- Full App Content: Delivered 100% of the training modules required for the Evolve Fitness App launch.
- National Brand Asset: Produced the "Spirit of Rugby" video used for national promotion.
- Accessible Expertise: Successfully translated elite athletic protocols into a user-friendly digital product.
Direction
Strategy
Digital Identity
Branding
UX/UI
The Challenge
Rugby Canada partnered with Evolve Functional Fitness to create elite training content led by National Team athletes. The timeline was tight, requiring us to catch the athletes during their active season. The challenge was producing content that showcased athlete expertise while remaining accessible and instructional for a wide range of fitness users.
Strategic Action
- Precision Production Logistics: I led the production team through a high-intensity shoot schedule, coordinating multi-location shoots (gyms, trails, fields) with elite athletes. We had to be agile, capturing content between their actual training sessions.
- Dual-Stream Content Strategy: Maximized our budget by shooting two streams of content simultaneously: technical, form-focused tutorials for the app, and cinematic, high-emotion footage for Rugby Canada’s brand marketing.
- The "Spirit of Rugby": Utilized the cinematic footage to produce a national brand anthem video, leveraging the app production budget to deliver a major brand asset for the national federation.
Key Results:
- Full App Content: Delivered 100% of the training modules required for the Evolve Fitness App launch.
- National Brand Asset: Produced the "Spirit of Rugby" video used for national promotion.
- Accessible Expertise: Successfully translated elite athletic protocols into a user-friendly digital product.
