LiveFire came in with little more than a rough concept. It was the kind of idea that started as a scratch session on a napkin during lunch…big energy, but no clear shape yet. There was no script, no shot list, no defined visual direction, but there was an ambition to create something cool that captured the spirit of the brand.
The challenge was to take that loose starting point and build it into something concrete enough to actually shoot: a story that would hold together scene to scene, translate the excitement of the concept into visuals, and work logistically across two distinct locations: the indoor range and the LiveFire Studio. They needed someone who could own that ambiguity from the very beginning, make the creative calls, and carry the vision all the way through to a finished piece.
I started by building out a storyboard and a full scene-by-scene walkthrough, turning the rough concept into a clear, shootable roadmap before a single frame was captured. That groundwork was what made the shoot day itself run smoothly. Every scene had intention behind it, so the crew always knew what we were building toward, even while working fast across two locations.
To bring the production to life, I brought in Ghost Cat Creative to handle filming and editing while I focused on creative direction, production, editing and design, all the while keeping the visual language, pacing, and overall vision consistent from planning through final cut. That division of labor let each team focus on what they do best, which was key to pulling off a project of this scope in two packed-out shoot days. The delivered video was a genuinely fun, high-energy commercial that captured the spirit of LiveFire, and became a project that reminded the whole team of why we love what we do.
