How does this represent “Excellence in Engagement”?

Devin Williams turned a class project into a global brand that has impacted millions of people. This is truly very special in regards to engagement and impact.

Now the brand has 10 employees and bases all over the globe. We have run massive camps in Europe, China, Hong Kong, Thailand, India and more! There is fans buying our merchandise and watching our content from every part of the world and its amazing to witness.

This shows that anything is possible with focused, dedicated and committed practice.

Objective:

Our "TEN000HOURS" documentary series was born out of a simple class project. Several years ago Devin was tasked to film a day in the life for his university videography class. At the time Devin didn't have a hard drive and decided to upload the video to YouTube. Overnight the video went viral all over the world, was seen on media outlets and gain massive popularity in China.

This was the video he made:

The video currently has over 2 million views and started a worldwide trend. Devin was the pioneer for basketball training as he mixed it with unique and motivational videos. He showed the trials and tribulations that it took to become great and put it together as a story teller, in a form that the audience loved and devoured.

Since creation In The Lab has become a global brand, influencing and motivation young children to adults. Notable NBA players such as Kyle Kuzma, The Holiday brothers, John Collins and many more started watching the series before making it to the NBA and they remain fans to this day.

Strategy & Execution:

This series was ahead of its time and since inception has evolved into a worldwide phenomenon. It was created to show athletes what it actually took to be great, how much effort and focus was needed to reach the next level. The series documented athletes journeys IN THE LAB on their road to 10,000 hours of mastery.

The modern sports fan is always online looking for engaging content that they can relate to and grow with. This is exactly what our series has done for so many people.

Production

In The Lab

Featured Athletes

Devin Williams

Credits

Federico Saint Romain
Director
In The Lab