This pilot for the documentary series Brilliant was created to redefine the business profile. The goal was to move beyond polished, rehearsed interviews and create a format that could genuinely uncover the mindset of a brilliant founder.
ROLE: Director, Editor.
How do you capture the true story of a founder? This pilot explores that question by getting out of the boardroom and into the wild. We meet Joe De Sena, founder of the global phenomenon Spartan, on his own turf: a sprawling Vermont farm that doubles as his personal training ground.The show's hosts, Paul Bernon and Daisy Robinton, arrive to interview a titan of industry but soon find themselves participants in his extreme philosophy.
My directorial approach was built on a single concept: vulnerability through physicality. Instead of a traditional sit-down interview, the conversation is the result of a shared physical struggle.
This practical approach works by subjecting the hosts to the grueling daily regimen of the Spartan founder. By making them experience his world of log carries and chain drags, we systematically break down the corporate armor—both the subject's and the interviewers'—to get to a more raw and honest state.
We introduce Joe not with his accomplishments, but by showing him dragging a massive chain. This single visual communicates his entire philosophy of grit and persistence before he speaks a word. This technique is a great way to establish character through action, not just words, making the visual storytelling stronger and more immediate.