To redefine the business profile documentary. The goal was to move beyond the polished, rehearsed interviews that often obscure the truth and instead create a format that could genuinely uncover the mindset of a brilliant founder.
This pilot for the documentary series Brilliant explores that question by going beyond the typical success story. 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. Hosts Paul Bernon and Daisy Robinton arrive to interview a titan of industry but soon find themselves participants in his extreme philosophy of life.
Through a series of grueling physical challenges, the episode deconstructs the myth of the "overnight success," weaving De Sena's vulnerable, post-workout reflections with the story of his rise—from a kid in Queens to a Wall Street trader who risked it all on a vision. It’s a visceral, experiential look at the grit, long-term vision, and profound sacrifice required to turn an idea into an institution.
My directorial approach was built on a single, powerful concept: vulnerability through physicality. Instead of a traditional interview, the conversation is the result of a shared physical struggle.
This pilot subjects its hosts to the grueling daily regimen of Spartan founder Joe De Sena. 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 access 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.