Sticking a logo on an F1 car doesn’t mean a brand belongs there. Therabody needed more than visibility, they needed credibility. They challenged us to be a part of the action.

We created a Sky Sports Special as part of Sky’s British GP coverage, a fully integrated editorial feature. F1 commentator Naomi Schiff took fans inside Red Bull Racing’s pursuit of performance, from Christian Horner’s philosophy to the pit crew chasing milliseconds. Therabody became part of the story: Dr. Jason Wersland with Sergio Perez on how Theragun keeps him race-ready, the pit crew using it to recover faster between stops.

Bonus: This was my first time in the director’s chair.