Fuel

What do some of the most extreme, hardcore athletes in the most insane sports eat? FUEL was one of the most popular editorial video series to air on VICE’s food channel, MUNCHIES that ended in 2017. To help Michelob Ultra explore what “healthy eating” means today, we revived the series for a new run to meet a new set of extreme athletes and see what new diets are fueling them. I was responsible for pitching this concept and leading the editorial charge to revive this series, in addition to handling casting, providing creative direction through pre-production and post, and copywriting all accompanying copy across social and our digital MUNCHIES channel.

Credits

  • Director/Director of Photography: David Cleeland

  • Creative Director: Tyler Haruta

  • Producer: William Miller

  • Executive Producer: Daniel Bradley

  • Post Producer: Jaime Cooke

  • Editors: Jacob Halpern, Cora Siragna, Jeremy Cohan

  • Music Supervisor: Michael Kostaras

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