Four simultaneous camera crews. Two Photography Crews. Twenty-Five Actors and Extras. Over Sixty people on set. One night. This is how we pulled it off.

The Concept

Our concept centered around the creation of what we called, “The Axe Academy.” The Academy would serve as a top secret training facility helping the most elite baseball talent in the world push their game to the next level by combining innovative product-performance and fusing it with their natural DNA. We knew we needed recruit and outfit top baseball talent and find the right man to lead them – enter General Recon.

General "Coach" Recon

Our concept centered around our lead character, General “Coach” Recon who was inspired by some of the baddest men on the planet. As the AXE Academy General he will lead the next generation of athletes into the future…even if it’s kicking and screaming. He once chopped down an entire forest simply to extend the length of the outfield. He was the first player to receive 5 stars as a young prospect when he led his class in hits, average, OBP, and catchers plowed at the plate.

Upon graduating, General Recon, couldn’t fathom the prospect of swinging what he determined to be “weak wood” in the pros. So he stuck around Axe Academy to mold the next generation of elite prospects into hardened steel utilizing what he deemed “Blood, Sweat and Grind.” His elite team of players, known as “Team Recon” are known to be bold, fearless, above all, first.

The Result

We produced a :30, :60 and :90 spot for TV. Captured still photography for social media and website use and created a social media campaign around the launch of the Axe Academy. The :30 spot went on to win Two Gold Addy Awards – Best Editing + Best Cinematography and one Silver – Best Regional/National TV Commercial as well as Best Editing at the Louix Awards. 


Four camera crews. 2 Photography Crews. 25 Actors and Extras. Over 60 people on set. One night. This is a behind the scenes look at how we pulled it off.