FILM · Arena · 2024
Virtual Swim League: remote racing, real stakes
Creative direction, on-location production and the launch asset kit for a new competition format Arena ran on Phlex data.
Arena · 2024
Creative lead, producer, photographer, editor
The brief
A virtual racing format is hard to picture: swimmers in different pools, one leaderboard, results from a tracker. Arena and Phlex needed the idea to feel tangible in a single scroll.
Approach
I led the concept and ideation, shot the athletes on location, produced the stills, and cut the launch video for social. The explainer used simple diagrams, athlete point-of-view footage and one blunt call to action. The poster art was AI-assisted and art-directed to sit with the photography rather than replace it.
Outcome
A ready-to-use marketing kit and the hero Instagram post and video that launched the league.
What shipped
- Creative direction and format explainer
- On-location production and photography
- Launch video for social
- Poster key art
- Creative lead / producer / photographer / editor
- Ryan Rosenbaum
- Partnership
- Arena x Phlex Swim
- Key art
- AI-assisted, art-directed by Ryan Rosenbaum