Post by Team Tane

Most people don’t like to be advertised to. What they do like are genuine stories with real people. There’s a certain honesty to that. So when CURRENT reached out to us about creating a video for Kingsford with Vince Wilfork, we knew it was a perfect fit. It was obvious that Vince was the right man for the job. He loves to grill. It’s in his blood. His first grilling lessons started at age 6 with his dad and his passion has grown ever since. Plus, Vince is no stranger to the camera. He’s not afraid to get silly and be himself.

CURRENT had done their research and it was our job to bring their ideas to life. We assembled a great team of Houston All-Stars that were ready with stacks on stacks on stacks of ribs, a 20 x 20 hi lite, two Red Dragons, and a Freefly Movi Pro.

When it came time to roll, we threw our script out the window and went full-on improv. This video was all about ribs and Vince being himself. We guided him, but ultimately, we created a space for him to have fun and let loose. We’re fortunate that being on camera came naturally to Vince, but by letting him improvise and be playful, it brought out the best in him and created even better content then we could have scripted.

They just let me be me. They just basically said, ‘Do what you do, you’re cooking and we’re just going to film you’ and we had a great time and I think it came out awesome.

By loosening the reigns and letting the talent be themselves, authentic stories can emerge. In Vince’s own words, “They just let me be me. They just basically said, ‘Do what you do, you’re cooking and we’re just going to film you’ and we had a great time and I think it came out awesome.”

The sports media took notice too with ESPN’s Darren Rovell tweeting, “Any company not producing or commissioning branded content will be lost, same for any media company not offering it. This is beautiful.”

And James Dator at SB Nation saying, “Vince Wilfork was a national treasure before filming this ad for Kingsford, and after it he’s a golden god of perfection.”

How can you too be a golden god of perfection? Step #1, be yourself.