Destination CrossFit
Celebrating a Community
Destination CrossFit is aptly named — it is the place for people in the Walla Walla Valley desiring to get fit via a variety of functional, high intensity movements in a community environment. Owner Nikki Sharp founded the gym on the idea that people “go farther and better when [they] work together,” and she built the DCF around the values of caring, connecting, and creating.
For the eighth anniversary of DCF, I was hired to create this video celebrating the gym’s mission and community. Then, leveraging the library of footage I’d captured, we began a ten week social media campaign to explore the gym’s impact and its members’ stories in more detail. Since then, I’ve created many more projects for Destination CrossFit.
Eighth anniversary video celebrating the gym’s mission and community
DCF’s community has helped Christina Caldwell become her best self.
DCF enables Joe Dixon to incorporate fitness into his family’s busy schedule.
The welcoming atmosphere at DCF has energized Michelle Ramos and her friends.
At DCF, “the goal is just to get fit.”
Showcasing Brand Heroes
Destination CrossFit’s members are the heart of the gym and the heroes of the brand. Drawing inspiration from the classic Hero’s Journey story structure, I created a series of testimonials spotlighting individual members’ fitness transformations — not just their physical progress, but the challenges, breakthroughs, and community connections that shaped their journeys.
To bring these narratives to life, I paired heartfelt interviews with b-roll of each member training and connecting with their fellow athletes. For maximum reach, each video was optimized for multiple deliverable formats — 90 second vertical versions with subtitles for social media, and traditional 16:9 extended versions for the DCF website and social media. Particularly for the social media versions showcased below, delivering a complete and emotionally-resonant story in such a tight timeframe required precise and creative editing.
Together, these videos not only celebrate the featured members but also reinforce DCF’s identity as a place where personal victories are shared, supported, and celebrated.
Coach Spotlight Series
At Destination CrossFit, the goal is to “Get Fit. Live Happy.” All of the coaches care deeply about bettering the lives of the members, both inside and outside of the gym. However, each coach brings their own personal background, specialties and motivations to their classes.
To highlight this I created a series of three social media videos for each of the dozen coaches, focusing on what inspired them to become a coach, what success stories they’ve witnessed, and what their fundamental advice for every member is.
2024 CrossFit Open Event Photos
