Movement LIVE with Michelob ULTRA
Live fitness with global impact - Movement LIVE by Michelob ULTRA is an inclusive and fun fitness experience that combines the joy of working out with the energy of a live performance. Rumble Boxing, their fitness sponsor, leads participants through a 45-minute 10-round shadow boxing and strength workout to live music sets.
Movement Live and Agency X hired Cut Action Media to execute this massive event with 800 attendees at The Brooklyn Mirage in New York.
The challenge was to get full coverage of the event center and capture the energy and movement of all of these people moving and swinging punches and on the ground working the mats.
Our lenses and capture formats required versatility and the ability to get into the video switcher while staying mobile. Our A-Camera needed to to be tight on the host on stage so we needed to go with a monster Canon 30-300 servo lens. B-camera was our safety, with a wide locked-off 70-200mm lens to capture the sheer size of the space full of people. C-camera needed to be mobile, able get low with the attendees on the mats so we used a DJI RS3 Pro Gimbal paired with a HDMI transmitter so we could be untethered and get into all of the nooks and crannies of the space. D-camera got us our sweeping crowd shots with a drone above the event sending live video to the switcher.
Adding to the complexity was the need to livestream directly to their website. With a thousand cell phones on site crowding the local cell towers, we brought out the LiveU LU600 for 6 bonded cellular modems and a guaranteed rock solid signal.
REDKEN 5TH AVENUE NYC
Redken 5th Ave has always been an education-driven company, investing millions every year in product knowledge and training for the thousands of salons that use and sell its broad range of color and hair care products. The Redken Exchange education facility is the heart of the brand, leading the way for the entire portfolio of L’Oréal Professional Products Division for destination training. The COVID-19 shutdown meant no more destination training. Without access to the physical space, revenue would quickly plummet.
The next event was just six days away. Redken reached out to long-time production partner Cut Action Media for ideas. With educators scattered around the country, could we produce a two-day live event with 5000 attendees?
CAM has direct relationships with our technology developers. We worked with them to make sure our software and hardware was up to the task. We worked around the clock with the event organizers and the educators to make sure web connections and show flow were locked and loaded. Cameras, lights, and mics were tested. Long before showtime, everyone was confident and comfortable. Redken was so confident that, before we even went live, the rest of the year’s schedule was coming back to life. As the lockdown stretched into months, CAM produced as many as 5 shows per week, becoming by far the largest single touch point for Redken clients.
Redken continues to embrace the phenomenal reach and value of live online education. We have equipped the Redken Exchange to support their full calendar of hybrid classes, and we send a streaming team with them around the country for their in-salon “Redken Exchange On Tour” classes.
FIT HIT
Multiplying reach - Matan Gavish had only just opened the state-of-the-art Fit Hit facility in the heart of New York. For the first time, fitness and Krav Maga self-defense training were combined in a fun, high-intensity workout environment, complete with on-site coaches and nutritionists. Months later, New York declared the COVID-19 crisis a state of emergency and locked the city down. With a paying membership of hundreds, Matan's huge investment seemed doomed.
Cut Action Media was already working with Matan (instagram) to produce Krav Maga Academy Online (website), a video-based system for training at home. Matan knew about CAM’s years of experience in producing live education and events online, so on the first day of lockdown he asked us how he could continue to serve the his Fit Hit community no matter how long it might last. The solution had to be simple enough for all his coaches to use with minimal setup, it needed to be secure, and it needed to happen immediately.
That same day, CAM had Fit Hit streaming live to its members. Over the next week we dialed in their setup for reliable live conference audio and video. The gatekeeper managed admissions to the workouts, the coach wore a bluetooth headset, and we showed them how to route music to play for both coaches and attendees.
Since then the system has been refined so one coach can run the whole show, and they continue to stream live to a coast-to-coast membership even though the gym has re-opened and they have expanded to Los Angeles. Fit Hit is the happy recipient of the INC 5000 award for fastest growing business in the US.
SalonCentric Glam Camp
Each year, SalonCentric hosts Glam Camp, a 4 day gala conference for their top sales consultants. The SalonCentric Beauty Gurus look forward to this summit for training and brand sales information. Early in 2021 it was decided that the in-person event would need to move exclusively online for over 350 attendees and 18 presenters.
SalonCentric wanted to make sure this online event was packed with energy and high engagement for their top sales consultants. They wanted a DJ, a magician, and 16 brands plus guest speakers. Each day was 5 hours of online presentations all featuring breakout rooms for brand training. SalonCentric had worked with us several times already, and they were confident we would deliver. For two weeks two dedicated CAM teams rehearsed the entire schedule minute by minute with every presenter, dialing in the technology, the supporting video, the graphics, and the branding so the timing for every element would be perfect.
- two CAM teams dedicated to rehearsals for two weeks
- end-to-end tech proofing for all presenters
- dedicated cue-to-cue rehearsal time for each brand, CEO, and guest speaker
- green room safety checks for each brand one hour before live
- seamless handoffs between presenters
- zero technical issues in four days
GlamCamp was a huge flawless no-stress success. The record-breaking audience loved every high energy, exciting, engaging minute.
