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©2025 “Something” “Something” dont sue me. Saul Goodman. I’m just trying to eat.

P003 → Formula Zero

Primary Role: Writer · Director · Art Director · Longform Strategist · YouTube Content Mentor 
Partners: Small internal team + production crew

Cross-Disciplinary Craft · Cinematic Composition · Creative Leadership
Visual Worldbuilding · Hybrid Thinking · Mentorship
Adaptive Design Thinking · Systemic Storytelling · Creative Positioning

 Building on the success of Formula Zero Year 1, I shifted from cinematic tone to fan-forward immersion. Inspired by Manchester United training videos and basketball YouTube culture, I directed a day-in-the-life camp docu-style filmthat put the Dame 9 in motion: quietly, stylishly, powerfully.

The Inside Look: Formula Zero 2024 film brought viewers inside the third year of Damian Lillard’s elite camp, where the next generation of players learn not only how to hoop, but how to lead. Shot in Phoenix at The PHHacility, the film explores the intersection of physical grind and inner growth, translating the Formula Zero ethos: character, accountability, hard work into moving pictures.

This 6-minute fly-on-the-wall piece became one of adidas’ highest-performing YouTube videos of 2024. It captured drills, mentorship moments, shoe closeups, and subtle branding all without ever overselling.

We spent under $8k total including travel while delivering one of the most resonant longform pieces of the year. It also became an internal benchmark for training and content strategy, allowing me to mentor junior creatives on video scripting, edit flow, and audience-first delivery.

Essential Creative Strengths

Theoretical Function: Bridged pro sports ASMR with Gen Z basketball YouTube language
Practical Craft: Directed film, casting, music integration, and edit scripting
Strategic Thinking: Turned a basketball camp into branded world-building
Application & Execution: Delivered longform YouTube film on a micro-budget
Cultural & Future Readiness: Created a new model for athlete-led storytelling built for engagement, not just announcements