IRONMAN U is a certified coaching program for the IRONMAN and IRONMAN 70.3 triathlon disciplines – swimming, cycling and running.
For the video named “Introduction to IRONMAN U,” this online coaching academy created a short documentary featuring IRONMAN champions, elite triathlon athletes and coaches who share their personal experiences with the world.
Among the featured coaches is Paula Newby-Fraser, an eight-time IRONMAN world champion and one of the IRONMAN U lecturers.
In the video, she explains the emotional journey that both the coach and the athletes go through while training and participating in championships. While she speaks, the footage of her and one of her trainees rolls in the background, displaying emotional, captivating scenes from past events and winning moments.
The IRONMAN U introduction video is a great example of how genuine emotions and a heartfelt experience can convey a meaningful message through video format.
In addition to the emotional pull of the video, the special effects add a dynamic touch, leaving audiences captivated until the last frame.
Knowing that IRONMAN University is aiming to reach a highly knowledgeable audience — people who’ve devoted years of their lives to training for IRONMAN races and who might be interested in becoming a certified IRONMAN coach — this video is truly a powerful way to promote the brand and attract prospects.
To many, IRONMAN is more than a brand and more than just a race. To the majority of participants, it's a way of life.
That’s why this video does a fascinating job of depicting remarkable IRONMAN moments and presenting them to viewers in an eye-catching fashion.
One of the techniques used to showcase such remarkable moments is the usage of aerial shots captured by drones.
The IRONMAN U video features breath-taking imagery shot from a bird-eye perspective during the swimming, cycling and running phases of a triathlon — an excellent way to showcase the true depth of the IRONMAN experience.
Drone videography has become one of the biggest trends in event marketing and the usage of this technique is a great addition to the video to help viewers picture themselves in the race.
In addition to the aerial footage, the video consists of unique underwater camera shots.
When the swimming race starts and the water is suddenly crowded with athletes, the video captures the movement from beneath the swimmers to provide an astonishing and rare view of the race.
Drawn from a truly unique perspective, this part of the video adds highly engaging scenes and elements.
Underwater photography is typically used by scientists who research sea life, so using it in video production for the sports industry shows an unconventional and very powerful usage of this method.
The IRONMAN U video opens with slow-motion shots depicting the endurance and intense emotions on the face of an IRONMAN champion going through the finishing line.
As it continues to show athletes during the race, a narrator says:
“If you want to maximize your chance of having your best day on what could be one of the most memorable days of your life, you should train with an IRONMAN coach.”
While suspenseful music emerges from the background, the video pulls viewers in by displaying original footage from events and introducing some of the most famous IRONMAN athletes of all time.
Slow-motion effects are thoughtfully used to subtly draw attention to the tiniest details and capture the expressions of athletes while they prepare for the race and go all the way through to the finish line and beyond.
Parts of the “Introduction to IRONMAN U” video are displayed in the desktop version of the IRONMAN U website home page.
Once a visitor enters the website, the video starts to play in the background.
It’s set up as a subtle, non-distracting element that underlines the essence of the IRONMAN U certification program from the very moment someone lands on the home page.
The colors are muted to make the text appearing above the video readable, but that doesn’t diminish the impact.
The video excerpts used on the website are matched with the written content that appears on the page and very well aligned with the IRONMAN U’s brand identity and core values.
One of IRONMAN’s brand messages is “Train. Compete. Connect.” This video puts an accent on the connection, emphasizing the importance of a strong bond between athletes and coaches as a way to inspire viewers to learn more about the IRONMAN U program.