How Cold Collaborative and OWC Redefined Race Storytelling—And What Your Brand Can Learn About Building Compelling Narratives

On the second day of NAB 2025, Shannon Vandivier and Blake Campbell from Cold Collaborative shared their inspiring journey of creating a cinematic cycling series that redefined race storytelling. By focusing on authentic narratives and leveraging cutting-edge technology like OWC’s Jellyfish Nomad, they demonstrated how agencies and production companies can use innovation and expert talent to craft emotional, community-driven stories that resonate with audiences. If you’re an agency or production company looking to connect with world-class storytellers, here’s how their process can inspire your next project.

A FRESH APPROACH TO RACE STORYTELLING

Traditional race coverage often focuses entirely on the event itself. But for Cold Collaborative, the story lies elsewhere. Shannon put it best when she said, “Engage with your characters; use racing as a vector only.” This shift in focus opened the door to character-driven narratives rich with emotion, struggles, and triumphs - elements that deeply connect with viewers and inspire action.

Takeaway for Agencies: By hiring professional storytellers, like those available through ProductionHUB, agencies can craft stories that go beyond the surface to uncover the human element. These narratives not only captivate audiences but also align with sophisticated brand campaigns, driving deeper engagement.

THE FOUNDATION OF AUTHENTIC STORIES

At the core of Cold Collaborative’s storytelling was trust - earning the confidence of the athletes and, in turn, the audience. Shannon reflected, “You have to dig yourself in and follow the breadcrumbs.” Starting small and connecting with their immediate network, they built relationships with racers, unraveling organic and inspiring stories along the way.

Conflict, a vital storytelling element, also shaped their narratives. From rivalries to personal memories, they illuminated the nuances of the cycling world that often go unnoticed. By approaching the story with everyday participants alongside professional athletes, Cold Collaborative made it clear that the lifeblood of their series wasn’t just about competition; it was about celebrating the wider human story behind the race.

Insight for Agencies: For agencies working on branded content, these principles are invaluable. From gaining buy-in from on-camera talent to uncovering the raw, real-world conflicts, videographers and directors in the ProductionHUB network can help you create memorable, emotionally resonating campaigns for your brand or clients.

INNOVATION IN PRODUCTION WITH JELLYFISH NOMAD

Cold Collaborative’s ability to turn around such high-quality race content within tight deadlines depended heavily on technology, specifically, OWC’s Jellyfish Nomad. This portable server allowed their team of editors to collaborate in real time, centralizing 8 hours of raw footage into actionable, polished stories.

“The audience loves a quick-turn product for these races,” Blake explained. “So Blake created a document that highlighted the need for a streamlined post-production process.” Dividing tasks among their editing team was critical and Jellyfish Nomad’s ability to connect six editors to a single storage system made dividing and conquering seamless.

How Agencies Can Leverage This Model: Agencies juggling tight timelines can rely on storytellers who combine expertise with innovative tech solutions. Through ProductionHUB’s platform, you can hire professionals who bring the technical know-how and tools necessary to ensure your projects run like clockwork, even under intense deadlines.

SCALING STORYTELLING ACROSS SEASONS

From Season 1 to Season 3, Cold Collaborative scaled their project by building deeper relationships with athletes and the wider community. Over time, they transitioned from simply documenting the races to weaving emotionally driven, interconnected stories. Shannon shared, “After launching Season 1, we had 100% buy-in from the athletes.” With that trust, they expanded their narratives and brought forward incredible stories of perseverance and inspiration.

Preparation also played a major role in their success. By creating a timeline and breaking down the work into digestible vignettes, they managed to meet their deadlines without sacrificing authenticity or creative quality. Blake highlighted the magic of balancing structured planning with storytelling freedom: “Half of it is magic, the other half is premeditated planning and research.”

What Agencies Can Learn: ProductionHUB’s network of professionals includes storytelling pros with experience in episodic and serialized content, perfect for brands looking to execute impactful, multi-season campaigns. Partner with production experts to build trust within your narratives and produce work that grows in complexity and depth over time.

BUILDING A LEGACY AND INSPIRING CREATIVES

The impact of Cold Collaborative’s series extended far beyond the races, with audience participation and engagement surging as the series progressed. Their work not only spotlighted athletes and their triumphs but also inspired a wider community of cycling enthusiasts.

Shannon left NAB attendees with a powerful reminder for creatives and agencies alike: “Don’t quit. Struggle is the binding force for all human beings. The product is better for it.”

Want to tell inspiring stories like this? ProductionHUB enables agencies to hire expert storytellers, directors, and video editors who are seasoned in creating emotionally impactful, community-driven narratives. Whether you’re crafting branded content or documentary features, we’ll connect you with talent that brings passion and precision to every project.

TAKEAWAYS FOR BRANDS AND AGENCIES Hire the Right Talent: Elevate your branded campaigns by partnering with seasoned storytellers who can transform any concept into an emotional, memorable narrative. Leverage Technology: Work with video professionals who utilize cutting-edge tools—like OWC Jellyfish Nomad—to deliver content faster without compromising quality. Invest in Relationships: Build trust with on-camera talent and stakeholders to unlock the raw, authentic stories that strengthen audience connections.

Ready to create compelling content? ProductionHUB connects agencies with industry-leading directors, videographers, and editors who can bring your brand’s stories to life. From small-scale campaigns to complex productions, find the talent you need today!