NorCal Strength & Conditioning – Powerful People

I recently wrapped production of NorCal Strength & Conditioning’s latest marketing video.  Everyone, from the owners Robb Wolf and Nicki Violetti, to the coaches and clients were incredibly dedicated to making this video as powerful as it is.  Watching it will give you little sense of how much coordination and energy it took to schedule interviews and time away from the gym with busy professionals. But as Nicki, and particularly coach Natalie Taylor can attest, it was a real challenge.

We did the interviews during actual training time, so you’ll hear plenty of  clanking and grunting of workout activity in the background. But more importantly, I think the casual atmosphere allowed each interviewee to reveal their genuine feelings about their NorCal experience without the worry of trying to sound like an actor. Most of the interviewees either spoke just before or, in some cases, right in the middle of their workouts.  So yes, this is quite real.

To get some of the open and close video, we scheduled a Saturday morning when most of the people I interviewed could make it for a “camera” workout. Well, I think most will admit that it turned into a gruelingly real one. I later heard that my asking for just “one more time,” over and over resulted in me getting an honorary coach title (I imagine it was actually something far less flattering).

Thanks to everyone for contributing their time, expertise and unique voices to this project.

I edited two versions, an 8.5 and a 4.5 minute version. The  short version here will give you a taste.