We recently connected with Connor Cassidy and have shared our conversation below.
Alright, Connor thanks for taking the time to share your stories and insights with us today. Can you talk to us about a project that’s meant a lot to you?
In 2017, while working as a branded content producer for ESPN in New York City, I was tasked with producing a 60-second promotional video for Gatorade’s 2016 Player of the Year award, to be featured during the ESPY Awards. Peyton Manning, a former recipient of the award in 1993, agreed to participate as he was also presenting it live at the ESPYs. With only a month until the show, the timeline was tight, and I needed to quickly develop a script and concept for Gatorade. Despite a modest budget, I aimed to secure a production partner who could deliver dynamic visuals and create a comfortable environment for Peyton, who had only two hours to spare.
For the script, I enlisted my brother, Ryan, a talented writer, and former college athlete, to craft a short monologue for Peyton. Knowing Peyton had recently retired and was living in Denver, Colorado, I proposed shooting near his home to minimize costs and time. Having interned at Stept Studios during my time as a film student at CU-Boulder, and maintained a strong relationship with them, I knew they were the ideal partner for this project. They proved exceptional at maximizing our resources to deliver a high-quality product for Gatorade.
Stept found a perfect location in Denver—a large, high-ceilinged, private concrete warehouse with a cool aesthetic. We planned to pre-light the space the day before, shoot beauty shots of Peyton on a 360-degree and z-axis dolly, and then hang sound blankets in a corner for the dialogue recording. Gatorade approved the location, script, and visuals, and we were set for the shoot the following week.
We sent out pre-production materials to everyone, including Peyton’s team, expecting him to arrive without a ton of background on the project. To my surprise, the night before the shoot, I received an email with an audio message attachment from Peyton. He had dictated how he would deliver each line and added personal insights on the significance of the Gatorade Player of the Year award. Having worked in sports marketing for years, I was stunned. Super Bowl Champion Peyton Manning had taken the time to provide detailed input. This allowed us to refine the script to his voice and provide our editor with a head start in post-production. It’s rare for A-list talent to be so prepared for a brief shoot, a testament to his professionalism.
On the day of the shoot, the warehouse manager, curious about our project, let us in. We aimed to keep Peyton’s presence discreet to ensure a relaxed environment. Peyton arrived early, casually dressed in a Gatorade-orange polo and jeans, ready to go to work without hair, makeup, or additional wardrobe. He was charismatic and engaged, showing genuine interest in our camera and lighting setups. He not only gave us the promised two hours but an additional 30-45 minutes for extra takes and ad-libs.
Unbeknownst to us, the manager had discovered who we were filming. As we wrapped and took a crew photo with Peyton, he approached with Broncos memorabilia, asking for autographs. Despite his manager’s concern, Peyton graciously signed everything and thanked us for our work. This shoot was a rare example of everyone being fully invested and passionate about the job at hand. I’ll always be grateful for the experience and the lesson of seeing a master apply his dedication to all aspects of his life. Peyton’s preparation and attitude fostered a productive environment and resulted in a fantastic piece for a long-time brand partner.
Connor, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
My career has always been driven by a pursuit of passion. As a child, I was captivated by the way skateboard, mountain bike, surf, and ski films pushed conventional boundaries. The action sports industry has long served as an incubator for innovative technologies, techniques, and creative storytelling approaches, many of which are eventually adopted by mainstream advertising. I’ve always admired the industry’s willingness to embrace creative risks and its often unconventional editing styles, where artistic expression is paramount. It’s a realm that retains a sense of the ‘Wild West,’ with fewer rigid rules, which I find incredibly appealing. This profound appreciation for action sports was a significant factor in my decision to study film at the University of Colorado and, subsequently, to pursue a career at ESPN.
Within days of graduating CU, I moved to New York City to join ESPN Marketing, where I managed social media and created content for the 2014 World Cup. This quickly led to producing promos for a wide range of ESPN sports properties and franchises, including College Football, MLB, NBA, Tennis, XGames, SportsCenter, and 30for30. In 2018, I transitioned to Boomshot, a boutique production company in NYC, to work alongside some former colleagues and friends. Currently, I serve as a video editor, producer, and shooter, contributing to feature-length documentaries and projects for clients like ESPN, Bud Light, Wyoming Whiskey, and FanDuel. Notably, I’m now in my eighth season shooting and editing NASCAR’s brand marketing campaign. I’ve become an avid fan of NASCAR and absolutely love its culture. Its one of the most exciting sports to watch and shoot live.
What truly distinguishes my approach is a comprehensive understanding of the entire creative process, from conceptualization to shooting and editing. This ‘Swiss-army-knife’ skillset provides clients with a cost-effective solution for delivering high-quality work without the complexities of managing a large team. I shoot for the edit – meaning I am very intentional about how I shoot visuals to make my edits more efficient. Now based in Northwest Arkansas, and deeply entrenched in the sports marketing industry, I seamlessly blend my passion for the outdoors with my formal film school training to craft authentic stories across all platforms.
Can you share one of your favorite marketing or sales stories?
See first prompt where I outline my favorite story re: Peyton Manning
For you, what’s the most rewarding aspect of being a creative?
Working in modern advertising offers the distinct advantage of immediate feedback. Once a project is delivered, it’s often rapidly distributed to audiences and consumers can react to social media. I find it incredibly rewarding to see my work ‘in the wild’ – whether it’s airing on ESPN, NBC, or FOX, displayed on a digital billboard in Times Square, or published as photography in an airport. My favorite part is when someone picks up on the “Easter Eggs” I leave or the intended the nuance of a piece of creative in the comments on social media – thats always super cool to know my work has resonated with a new or avid fan.
Contact Info:
- Website: https://www.concass.tv/
- Instagram: @concass
- Linkedin: https://www.linkedin.com/in/concass/
