BTS - UTMB Mont-Blanc x Shokz
Delivering near-live race content at UTMB — real-time athletes performance reels and interviews crafted to build a coherent brand narrative across multiple races for the duration of the event.
Context and Brief
Shot by Anthony Deroeux
The UTMB Mont-Blanc is one of the most demanding endurance events in the world, bringing together elite athletes across multiple races, courses, and days.
For Shokz, the objective was to activate the event through its athletes.
We were tasked with following Shokz athletes across different UTMB races, capturing content that showcased both their athletic achievements and Shokz products.
This was paired with athlete interviews to build a coherent narrative throughout the week, turning isolated race moments into a continuous brand story.
The challenge wasn’t the actual filmin: it was timing, coordination, and execution under pressure.
Our goal was to deliver a dedicated reel for each athlete, almost as soon as their race ende
The business problem
On an event of this scale, the real challenge isn’t shooting —
it’s delivering coherent, usable content, fast, in a chaotic environment.
Key constraints:
Multiple races running simultaneously
Limited access to elite athletes
Limited access to specific spots (Start, Arrivals …)
No control over timing, weather, or performance outcomes
Content needed to be delivered fast, with high quality
Content needed to work for social, recap, and brand storytelling
Shots by Anthony Deroeux
Our Role (as a Team)
We weren’t just “filming what happened”.
As a team, we handled:
Content coordination across races
Anticipation of formats and deliverables
On-field decision making
Narrative continuity over multiple days
Fast turnaround mindset
Constant adaptation to last-minute changes (weather, performances …)
How it works
Planning before the chaos
Defined priority athletes, moments, and formats in advance
Identified must-have vs nice-to-have content
Planned interview windows and fallback options
Field execution
Tracking athletes live across courses
Positioning crews on that the right spot and right moment
Constant analysis of the weather to identify best looking spots
Capturing interviews in short, realistic time slots
Managing high-profile athletes like Tom Evans, where access is limited and timing is never guaranteed
Backup strategy
Multiple spots planned for key athletes
Alternative storylines if leaders missed checkpoints
Redundancy in coverage to secure usable footage no matter what
Outcome & Brand Impact
Delivered during and after the event
Near-live athlete reels
A dedicated reel delivered for each Shokz athlete, published shortly after race finish to capitalize on peak attention and emotional momentum.High-volume visual coverage
Action photos during races
Finish-line imagery
Athlete portraits and post-race reactionsDesigned for immediate social use and long-term brand assets.
Athlete interviews
Short-form interviews captured post-race to reinforce storytelling, performance context, and brand association.Final recap film
A global edit consolidating performances, atmosphere, and brand presence across the event.
Brand benefits
Continuous visibility across multiple days and races
Clear product presence in real race conditions
Athletes shown using the product, not endorsing it artificially
High engagement on athlete-led reels and stories
Strong amplification through athletes’ own channels