Breaking Barriers: How Sports Illustrated Empowered Models to Create Their Own BTS Swimsuit Content
How do you keep brand engagement high when your main event happens only once a year? That was the challenge facing the annual Sports Illustrated Swimsuit Edition (SISE) -- and it was solved by a smart video production strategy with Cinebody at its core.
To feed the voracious appetite of modern-day social media and increase content output, SISE first started capturing on-set, behind-the-scenes (BTS) and lifestyle model footage with DSLR camera kits or videographers. But when it became clear that authentic clips shot with iPhones were much more resonant with and preferred by audiences, a trend that has been increasing exponentially in our world dominated by social content, SI soon made the switch to a cloud-based, user-generated strategy.
And by harnessing Cinebody, it gave its high-profile models the tools and freedom to become part of the remote production crew -- without having to deal with all the tedious tasks like uploading clips, editing content, and sifting through stacks of content asks, tasks, and external shot lists. Cinebody bridged the gap between onboarding models, providing directions, filming, uploading, etc., centralizing the process within a single smartphone app that models found easy, and more importantly, fun to use, helping to maximize the quality and personal flair of content they filmed.
Now, user-generated content filmed by an impressive line-up of high-caliber, fan favorite models showing authentic, lifestyle content such as skin-care routines, workout regimens, travel do’s/don'ts, hotel room tours, and on-set BTS footage, form a constant stream of picturesque and engaging material for SISE’s social accounts to feature year-round, going to show that there’s SO much more to being a SI model than meets the eye. These girls are savvy, professional, and work-hungry models for the pinnacle of modeling publications and the footage makes this unmistakable.
Meet The 2021 SI Swim Search Final 15!
But with all the hard work that models have to tend to already, how does SI get them engaged with Cinebody and make them feel as if their content tasks are individually attainable and worth the extra work? Simple. SISE onboards its models -- many of whom are world-famous -- with an easy three-step process.
Step 1: Onboarding the Models through Pre-Production Call
During a pre-production call, they explain the shot list, answer questions and ensure that models are comfortable in attempting to film their own footage. Remember, they’re used to being the subject, not the videographer.
Step 2: Branded Materials with Filming Techniques for Model Confidence
SI then provides branded materials that deep-dive into fun filming techniques or specific details worth knowing about certain shots. This reassures the model, makes them feel like a director is there, and makes sure that the content asks are crystal clear. Remember SI is a brand of a high-caliber and a loyal following, so specifics are paramount.
Step 3: Providing a Project Smartlink for Effortless Navigation
Finally, the model receives a project Smartlink, so they can easily navigate to the relevant Cinebody project with zero effort. They click the link, and it does the rest.
“Cinebody allows us to connect with our talent in ways we’ve never previously been able to,” says Janine Berey, Associate Editor & Creative Producer at Sports Illustrated. “We can now streamline behind-the-scenes content and create additional lifestyle content with a very efficient budget and schedule.”
Janine adds: “As a fast-paced, forward-facing brand, it’s extremely important for us to produce quality, snackable lifestyle content in a timely manner. That, mixed with Cinebody’s user-friendly interface and process, has been a game-changer for us.”
