We recently connected with Seth Shapiro and have shared our conversation below.

Seth , appreciate you joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

In 2005, I left the Miami Heat and moved to LA to chase my dream job—producing and editing promos for NFL Network. For a former high school football player whose peak moment was recovering an onside kick, working on the Super Bowl and helping launch the first version of Thursday Night Football felt surreal. One unforgettable moment? Standing at a urinal next to my idol, NFL Films legend Steve Sabol. Life was good.

But life doesn’t stand still. In 2007, while working from the TV compound at Roland Garros, I submitted my two weeks’ notice to NFL Network, officially stepping into the freelance world. From Paris, I started editing globally for Tennis Channel and soon expanded to cover major events for Fox Sports, including the World Series and College Football National Championship Games. By 2008, I founded Diesel Films—named after Shaq Diesel—to maintain creative independence, unknowingly diving headfirst into entrepreneurship.

The shift from “day player” to business owner didn’t happen overnight. It took five years of hard work, but soon I was leading bigger projects, hiring staff, and producing and directing original content. The turning point? A Super Bowl project highlighting Seattle’s vibrant music and art scene. Then came Nike. We shot Neymar in LA and produced quarterly sizzles for Nike North America, capturing their bold marketing efforts.

Running a business in the fast-paced world of content creation is no easy feat, but Diesel Films has since created content for some of the world’s top brands—always staying true to our motto: “We don’t just create content; we send shivers down your spine.”

Seth , 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?

Diesel Films Inc. is a media production company based in Los Angeles, specializing in high-quality branded content, original films, and TV development. Founded in 2008, the company collaborates with major brands, sports organizations, and celebrities, producing everything from short films to large-scale TV commercials. Known for its powerful storytelling and innovative media strategies, Diesel Films has built a reputation for emotionally engaging content that resonates with audiences and aligns with brand objectives.

The company offers a range of services, including creative development, production, post-production, and social media strategy. Their work spans across sports, entertainment, and corporate content, with an impressive client roster that includes industry giants like Nike, the NFL, and Netflix. Diesel Films also won multiple Emmy Awards, highlighting its industry recognition and expertise in delivering content under tight deadlines and evolving requirements.

Can you share a story from your journey that illustrates your resilience?

Owning a business always comes with challenges. For me, the key question was whether to scale up or keep things small and manageable to minimize stress. Managing finances is tricky, especially when retainers are rare, making it hard to forecast revenue. I remember signing the lease for my second office—the deposit check literally emptied my checking account. Scary times. Whether it’s a big month or a small month, running a business is a roller coaster, and I always held out hope for those six-figure months—that was a huge motivation for me.

Today, in a world driven by celebrity-backed content and production companies, we’re up against tough competition from the likes of LeBron James, Peyton Manning, and even Barack Obama. The creator economy, AI, and the democratization of media are driving an unstoppable wave of change. As they say, “Change or die,” and we’re committed to adapting to the constantly shifting landscape of media production.

How about pivoting – can you share the story of a time you’ve had to pivot?

Working for the Miami Heat was amazing but the real money was being made by the players and upper management.
Whenever the NBA Entertainment crew would come down from Secaucus, NJ to shoot a piece on the HEAT, I would always pick their brain on various topics, from cameras to career. I’ll always remember one producer gave me sage advice, he said, “To make more money in this business (production) you would have to move around to different companies,” and that “a linear path didn’t lead to the pot of gold at the end of the rainbow.” Unfortunately I can’t remember his name but he was absolutely right, so I left the Heat to go to the NFL Network in Los Angeles.

Contact Info:

• Website: https://dieselfilmsinc.com
• Instagram: @dieselfilms, @Seth.ceo
• Linkedin: https://www.linkedin.com/in/sethshap/
• Youtube: https://www.youtube.com/@RiseAboveFilm