At Heart & Soil, our strategy is to meet our community where they are. The Korrect Fitness HYROX event was a perfect convergence of high-performance athletes and the Heart & Soil ethos. My role was to lead the on-ground team, directing the capture of raw, authentic content that told the story of endurance, community, and the lifestyle our brand represents.

This initiative was more than just event coverage; it was a strategic move to embed our brand within the authentic narratives of our audience, resulting in a powerful library of assets that fueled our marketing channels and strengthened community ties.