In order to deliver to customers during what's expected to be a record-setting holiday shipping season, deemed “the Shipathon,” FedEx is doing everything it can to get peak performance from its workforce as reflected in this “Training Day” spot directed by Noam Murro of Biscuit Filmworks for BBDO New York.
We see a FedEx delivery guy whose training has put him at the top of his game, dominating an American Ninja Warrior-style obstacle course to win the competition and deliver the goods, literally.
This ambitious spot–which debuted this past Sunday on televised NFL games–was filmed overnight in a parking lot in downtown Los Angeles.
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Credits
Client FedEx Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Ketchum, Tom Godici, executive creative directors; Greg Gerstner, sr. creative director; Banks Noel, creative director; Tom Kraemer, sr. creative director/copywriter; Alex Gianni, group executive producer; Julia Millison, sr. music producer. Production Biscuit Filmworks Noam Murro, director; Shawn Lacy, managing director; Andrew Travelstead, exec producer; Emily Skinner, producer; Eric Schmidt, DP. Editorial Friendshop Ben Suenaga, editor; Melissa Mapes, managing director/partner; Laura Shackleford, producer. VFX Method Studios Mario Caserta, sr. Flame; Stuart Robinson, managing director; Jesse Kurnit, sr. exec producer; Bennett Lieber, sr. VFX producer; Douglas Luka, VFX producer. Color Color Collective Alex Bickel, colorist. Audio Post Sound Lounge Tom Jucarone, mixer. Music Search Agoraphone Dawn Sutter Madell, music supervisor. Song: “Give It All” by 7KingZ
A young woman pursues her dreams of Olympic weightlifting greatness through personal and painful struggles, ultimately reaching a national stage in this inspiring short film “Every Rep,” directed by Alex Cook and produced by Caviar and Radiance.
The film opens with a young girl watching an Olympic weightlifting competition over breakfast. Entranced and immediately hooked, she takes to her garage to begin training. Cook cuts to the same prospective athlete, now a teenager, still pumping iron in her garage. To prepare for competition, she seeks specialized training and finds a caring coach. Her journey isn’t without hardship, as an early contest is cut short due to a serious injury. The latter half of the film sees the title star undergo physical therapy and recommit to the sport, all the more determined to overcome the odds. The film concludes with the final competition, where Cook portrays the original young girl from the beginning stepping up to the massive weights, demonstrating that the inspired child within us all never truly leaves our side in pursuit of greatness.
Cook noted, “We shot the piece as something of a hybrid doc, commercial, short film for Onyx x USA Weightlifting. We mirrored a real athlete’s journey in the sport, using her personal experience to explore the clash of dreams and effort that many face on the road to national competition.”
Cook assembled a production team over the holiday season of 2024 to film the project, which was put on hold during the January 2025 Los Angeles fires.
“Alex has this rare ability to shape stories with emotional precision while elevating every frame with an incredible sense of craft,” adds Salim El Arja, Executive Producer at Caviar. “What he draws out of non-actors... Read More
