MUSH x NYC Marathon Week

Multi-day content campaign capturing the energy of NYC's biggest running event

Role: Videographer & Content Lead

Client: MUSH (premium overnight oats)

Timeline: October-November 2024

Location: New York City

PROJECT OVERVIEW

When MUSH reached out about covering their NYC Marathon Week activations, the scope was clear: capture authentic runner stories, document brand activations across multiple locations, and deliver social-ready content—some with same-day turnaround.

Over four shoot days, I documented MUSH's presence at America's largest marathon, from pre-race pop-ups in SoHo and Midtown to post-race interviews with emotional finishers.

The Challenge: Capturing authentic emotion at scale, coordinating dual-location coverage simultaneously, and delivering professional content in real-time during one of NYC's busiest weekends.

SCOPE OF WORK

Four distinct deliverables across eight days:

1. NYC Teaser Campaign

Brand presence in iconic NYC locations (subway, Brooklyn Bridge, intersections) to build pre-marathon anticipation.

2. Dual Pop-Up Coverage

Same-day coverage of two simultaneous events (Endorphins Fuel Bar in SoHo + No More Lonely Runs in Midtown). Shot 9am-12pm, delivered edited content by 4pm.

3. Marathon Day Recap

High-energy video capturing 70,000 runners, finish line moments, and MUSH's street-level activations.

4. "What Fueled You?" Street Interviews

Documentary-style interviews with marathon finishers. One question, authentic answers, emotional storytelling.

PRODUCTION APPROACH

Crew Coordination:

Managed two-person crew for simultaneous location coverage, ensuring consistent creative direction and quality across both shoots.

Fast Turnaround Workflow:

Implemented efficient capture-to-delivery pipeline for same-day content. Optimized for quick decisions while maintaining brand quality standards.

Comprehensive Coverage Strategy:

Shot every moment from multiple angles (wide environmental, medium action, close emotional) to maximize editing flexibility and storytelling options.

Technical Execution:

  • Cinema camera for premium image quality

  • Standalone mic setup for clear interview audio

  • Slow-motion capture for emotional medal moments

  • Mixed lighting conditions (subway, outdoor, finish line chaos)

CREATIVE DEVELOPMENT

Great brand work is built through open collaboration and clear communication.

MUSH's Creative Director provided detailed feedback throughout the project, helping refine the creative direction with each deliverable. Her guidance was specific and actionable: wider environmental shots showcasing NYC context, more dynamic angles (elevated, street-level, close-ups), and captures with higher energy that felt less static, more alive.

This collaborative approach elevated the work. I returned to one of the pop-up locations to capture additional community moments that would strengthen the final narrative. For marathon day coverage, I implemented comprehensive shot variety based on her direction: wide establishing shots with iconic NYC landmarks, ground-level perspectives making athletes feel heroic, slow-motion medal close-ups, elevated angles, and authentic crowd reactions.

The Creative Director also shared reference photos from their Chicago marathon activation, which provided invaluable visual context for the energy and framing they were looking for. This level of communication—specific feedback paired with visual examples—made the collaboration exceptionally productive.

Every moment was captured from multiple angles to give maximum editing flexibility, ensuring the final edits could hit exactly the right tone and pacing MUSH needed for their social channels.

Result: The final deliverables—Marathon Recap and Street Interviews—exceeded expectations. "AMAZING work," according to the Creative Director, who specifically praised the energy, variety, and emotional impact of the final pieces.

The lesson: The best creative partnerships are built on open communication, responsiveness to feedback, and a shared commitment to pushing the work from good to exceptional. When clients invest time in clear direction and creators respond with stronger execution, everyone wins.

DELIVERABLES & IMPACT

Content Delivered:

  • 4 distinct video packages optimized for Instagram Reels, TikTok, and Stories

  • 30+ edited photos from pop-up events

  • Same-day turnaround on event coverage

  • 60-second interview compilation

  • 45-second marathon recap

Client Response:"AMAZING work. Love the shift in music and the additional medal close up shots. Thanks so much for your collaboration and partnership here."

— Creative Director, MUSH

Campaign Support: Content supported MUSH's goal of sampling 25,000+ products during NYC Marathon Week, providing social proof of brand activations and authentic runner testimonials.

Platform Usage: Vertical video content deployed across Instagram Reels, TikTok, and Stories during peak marathon week engagement.

KEY LESSONS: WORKING WITH CPG BRANDS

1. Brand Aesthetic Takes Calibration

Every brand has a specific visual language. Success comes from understanding their aesthetic quickly, studying reference materials, and shooting comprehensive coverage that gives them options.

2. Storytelling > Logo Placement

The best CPG content leads with human stories. When you capture authentic emotion (exhausted runners explaining what fueled them), brand presence becomes organic context, not forced advertisement.

3. Speed + Quality Requires Systems

Same-day turnaround doesn't mean sacrificing quality—it means having efficient workflows. Pre-plan shot lists, shoot comprehensively, and build editing templates that work.

4. Collaboration Elevates Final Product

Premium brands invest in feedback because they know their audience. Being responsive to creative direction and willing to reshoot/refine separates good work from great work.

5. Event Content is Organized Chaos

Large-scale event coverage means expecting the unexpected: crowds, simultaneous action, changing light, emotional interviews in noisy environments. The key is staying focused on the mission while adapting to chaos.

WHAT THIS PROJECT PROVES

  • Multi-day campaign coordination (4 shoots across 8 days)

  • Crew management & direction (coordinated 2-person team)

  • Fast turnaround capability (same-day edit & delivery)

  • Documentary storytelling (authentic emotional interviews)

  • Premium CPG brand experience (MUSH, nutrition/wellness space)

  • Large-scale event coverage (70,000 runners, multiple locations)

  • Social-first content creation (vertical video, platform-optimized)

THE TAKEAWAY

Great brand work doesn't have to feel like an ad. When you lead with authentic human stories—tired runners talking about what got them through 26.2 miles—the brand presence becomes organic, not intrusive.

MUSH got social-ready content that captured the emotional core of marathon running while showcasing their community presence. The project reinforced that the best CPG content happens at the intersection of authentic storytelling and strategic brand visibility.