"Fueling: IMG Academy” is a documentary in collaboration with Gatorade Performance Partner and the IMG Academy in Bradenton, FL to shine a spotlight on the critical role that coaches and performance staff play in fueling student-athletes both on and off the field. The documentary provided an exclusive, behind-the-scenes look at how IMG Academy’s National Football program prepared for an end-of-season matchup against rival St. Frances (Maryland), with a perfect season and undefeated record on the line. Following the coaches, staff, and players in the days leading up to their highly anticipated season finale, the crew was able to provide viewers with never-before-seen access to one of the most dominant and decorated football programs in the nation. IMG Academy’s unique approach to balancing academics and athletics, and its lasting partnership with Gatorade, was on full display as they helped fuel their student-athletes to triumph.
In bringing “Fueling: IMG Academy” to life, the creative teams needed to identify key storylines that would shift the spotlight away from the traditional athlete-forward sports documentary to a new type of story, one that showcases the unsung heroes operating behind the scenes. To highlight the efforts and expertise of the football coaches, athletic trainers, sports dietitians, and strength and conditioning coaches at IMG Academy, the story would need to cover three key themes: Prepare, Perform, and Recover. These throughlines would help speak to the mental, physical, and emotional aspects that go into a high-stakes rivalry game on the biggest stage of the year. High-energy shots of the team at large paired with intimate, one-on-one interviews served as a visual metaphor for the balance between the execution of the team and the effort of the individual—both of which are required to reach the common goal of victory. The story takes place throughout multiple settings, including the practice field, the cafeteria, film rooms, hallways, classrooms, and the stadium, to achieve two goals—showcasing the level of dedication, commitment, and sacrifice that goes into the daily routines of these professionals, and emphasizing that these student-athletes are just as dedicated in the classroom as they are on the field. As with any production or sporting event, there were logistical hurdles that had to be overcome. Planning shoot days down to the minute was required to ensure that all filming could happen live, as it was imperative to showcase every aspect in a natural, organic light. Intense practices, heated moments, grueling recovery sessions—and even overcoming injuries—are all a part of the game. As a result, the physical and mental tolls that performing at a high level were on full display—as were the efforts and heroics of the coaches and staff who dedicated their lives to the health, safety, and performance of these student-athletes.
The documentary was successful in shining a spotlight on the efforts and effectiveness of a dedicated coaching and performance staff at one of the most elite football programs in the nation. By highlighting the encouragement, support, and expertise that these professionals provide for their student-athletes, it pulls back the curtain of anonymity for the sports health and performance industry. The documentary served as the flagship video within a larger Fueling: IMG Academy campaign for the Gatorade Performance Partner brand, receiving overwhelmingly positive feedback from followers, fans, and alumni of IMG Academy, as well as followers of the Gatorade brand itself. The footage captured allowed for additional videos that honed in on the three themes of Prepare, Perform, and Recover, and the interviews provided in-depth education on what goes into being a member of the coaching and performance staff at IMG Academy. In a time when victory is often associated with the numbers on a scoreboard, “Fueling: IMG Academy” succeeds in highlighting how the lessons learned as a team help set these young men up for success in their individual lives.
