49ers michael crabtree



While working as a freelance interaction designer, I partnered with DPM Productions to produce a :30sec pre-season promo video for Michael Crabtree of the San Francisco 49ers. The goal of the video was to inspire his fans with his passion by capturing a sense of the intensity, dedication and hard work that he puts into his training. The video was shot prior to this 2014-2015 NFL Pre-season.

my role

My primary responsibility was to envision and conceptualize the viewer experience and work with a fellow DPM production videographer to produce the final video. I reviewed footage, edited clips and handled music selection that evoked a powerful emotional response and enhanced the experience of our final vision.



the challenge.


What are we trying to communicate to viewers?


What emotion are we trying to evoke?



THE approach.

We began with answering the key questions posed in our challenge by concluding that the video needed to capture the following attributes:

  1. The intensity of the training.
  2. His attitude and dedication.
  3. The quality of his character through his perseverance.


THE Process.

After identifying what, exactly we wanted to communicate and how we wanted our audience to feel; we decided that the key to a successful end product, which captured Michael's journey, would be to use strong visual footage and audio that complimented and enhanced these visuals. We had less than a weekend to turn this video out. We spent countless, tedious hours pouring through footage to find clips that fit all three of our key attributes; ones that we felt would encapsulate exactly what we wanted to convey with this project. Once we narrowed down the final clips, we put forth an equal amount of effort in seeking out audio that would enhance our already powerful video.



THE result.

Michael and his team were extremely pleased with our promo. It communicated to his fans, not to mention his competition, that he was a dedicated professional who has fought hard to be where his is. Our video also helped to cultivate a connection between the viewer and film; it gave him a sense of humanity, so that each person felt connected to his journey on a personal, tangible level. It brought his story to life.



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