Michael: this whole page is the pitch. Scroll it on your phone, then tell me what's wrong with it.

Every city
sells
the next.

The content plan for the Roasted Run series: shoot San Diego like a taping, let that one morning sell Orlando for thirteen weeks, then do it again. One engine, every city.

San Diego Jan 23, 2027, Crown Point Park Orlando late March, date and park open Then Irvine, West Palm Beach
See the engine See example posts

01 / The plan

Shoot it. Run it.
Sell the next one.

A 5K is one morning. Most races post six photos and go quiet until next year. We treat race day like a TV taping, let the software do the editing, and point every post at the next city on the list.

Race morning, every city

Shoot it

Three cameras, one interview corner, one host walking the back of the pack, your welcome on the mic. Every runner who steps up to the corner answers one question. That's the raw material for everything that follows.

The thirteen weeks after

Run it

The engine transcribes the morning, cuts the clips, burns the captions and lays them out as a posting week. You approve a week at a time from your phone. Three shorts and one anchor a week.

While the next city's registration is open

Sell the next one

San Diego's morning sells Orlando. Orlando's morning sells West Palm Beach and Irvine. The film, the hooks and the emails all run on real footage from the last start line, never on a promise.

02 / The series

San Diego goes first.
That changes the whole plan.

You've got a dated race on the calendar before Orlando. So Orlando's sell window gets real footage instead of a staged shoot, and the crew gets its rehearsal on a real start line.

Race one

San Diego

Sat Jan 23, 2027, 7:30 AM

Crown Point Park. Registration open. The first taping: the interview corner, the host, the drone pass, your welcome on the mic.

→13 weeks of posts sell
Race two

Orlando

Late March, date and park open

Registration opens on San Diego footage. The film cut from San Diego headlines it. The second taping runs the same clipboard.

→13 more weeks sell

What it costs youOne crew of four on race morning, ten minutes on camera, and a Sunday-night tap per week.

What compoundsEvery city adds interviews, quote cards and a long cut to the library. By West Palm Beach the sell window opens with a year of real faces.

What it needs firstThe Orlando date, so Orlando registration can open the week the San Diego clips land.

03 / The calendar

What happens when

October to December

Lock Orlando, build the kit

You pick the Orlando day and park. The city permit application goes in about sixty days before race day, so late March means paperwork in late January. Meanwhile registration gets wired to our system, the San Diego shot list gets finalized, and the photo release goes into the RunSignup waiver.

Nothing here needs footage. All of it needs a date.
Saturday, January 23

San Diego: the first taping

The clipboard below, on your race-morning flow. Check-in at 6:15, music at 6:30, warm-up at 7:10, start at 7:30, awards and coffee at 8:45. The film is shot inside the real race.

First week of February

Orlando registration opens on real footage

The San Diego film goes out the day Orlando opens. Three short posts a week start on Instagram and TikTok, every one pointing at the signup page. First five posts we only measure, so we learn what this audience actually watches before we bet on a style.

February to March

Fill the Orlando start line

The San Diego stories, one runner at a time. The coffee partner on camera. Reminder texts to everyone who signed up. The goal is a full field and a crowd that already knows each other's faces.

Late March

Orlando: the second taping

Same clipboard, same crew, one city better at it.

By now the engine has run once for real.
April to June

Thirteen weeks that sell the next city

Week one is the Orlando recap. Weeks three through eight are the stories. Weeks nine through thirteen build West Palm Beach and Irvine, with two cities of footage behind them.

04 / The clipboard

What race day looks like

Timed to your San Diego morning, Pacific. Orlando shifts with its start. The best interviews happen while people are standing in line with a cup and nothing to do, so the corner opens the minute check-in does.

The morning, on your flow

TimeYour flowWhat we're shooting
5:45Crew call. Interview corner goes up: the tent, a Roasted Run sign, two stools, the light from the east.Empty-park b-roll. The setup itself is a post.
6:15Check-in and packet pickup open.The line. The first fifteen interviews. Best hour of the day.
6:30Music starts. Energy builds.The rover on the crowd, the coffee, the bibs going on. The sound bed for every clip comes from this half hour.
7:10Group warm-up.Two angles. The warm-up is the funniest footage of the day and nobody plans for it.
7:25Final announcements and the anthem. Your welcome, on a wireless mic.One wide, one tight on you. This alone yields three or four clips.
7:30Roasted Run 5K begins.Front of the corral, back of the corral, and a drone pass over the field. Brandyn holds an FAA Part 107 certificate; the park has to say yes to the drone.
7:35The course.The host walks the back of the pack with a phone on a gimbal, talking to walkers. The rover shoots the mile markers and the water table.
7:50First finishers.Finish-line angle, then straight to the coffee for finisher interviews.
8:15Last finishers.The loudest cheer of the day. This is the story of the long cut, and the spine of the film. Both cameras on it.
8:45Awards, music and coffee.Stills, the group photo, ten more interviews from people who just did the thing, the top-three and the kids getting their moment.
9:30Wrap.Cards dumped to two drives, clips labeled by station. The engine runs that afternoon.

Five stations, one crew of four

The corner

Brandyn. A tent, a sign, one question per person, sixty to ninety seconds each. Wireless lav, camera on a tripod.

Yield: one short per runner, sometimes two

The host

A friend who can talk to strangers. Walks the back of the pack with a gimbal, keeps people company on camera.

Yield: four to six shorts and one long walk-and-talk

The rover

One phone, everywhere else. The pour, the corral, the warm-up, mile markers, the finish, the awards.

Yield: the b-roll every other clip leans on

The stills

A photographer, or the rover's second job. Every runner wants their photo, and every photo is a post they'll share for us.

Yield: the recap album and six photo posts

You

The welcome on the mic, then one walk-and-talk about why you started this. Ten minutes of your time, three weeks of content.

Yield: the anchor clips of week one

The rule at the corner: one question, then shut up and let them talk. The clip is in the second half of their answer.

The ten questions

Each runner gets one. They're written so the answer is a story about the person, not about the race. Real answers replace every sample quote on this page.

  1. What did you tell yourself to get out of bed this morning?
  2. Who dragged you here, or who did you drag?
  3. What would you say to someone who thinks they're too slow for this?
  4. Coffee first or run first, and why is the other side wrong?
  5. What's your finish plan: walk it, jog it, or negotiate?
  6. When did running stop being fun for you, and did it come back today?
  7. What's the best thing somebody said to you on the course?
  8. Describe your pace in coffee terms.
  9. What's the last race you were scared to sign up for?
  10. Your friend is on the fence about Orlando. What do you tell them?
  • Permission is built into signup. The RunSignup waiver carries a photo and video release, and San Diego registration is already open, so that paragraph goes in now. The corner has a sign that says stepping up means yes, and every interview opens with a spoken yes on camera.
  • Gear fits in one bag. Two phones on gimbals, one camera with a wireless lav, a second lav for you, a tripod, the drone, two drives.
  • Nothing is posted the same day except the group photo and a thank-you. The good stuff waits for the calendar.
  • Who's behind the cameras in San Diego is your call below: Brandyn flies out, or your people run this list with him directing by phone.

05 / The engine

Drag the sliders.
This is how a morning compounds.

Every interview is a short. Every hour of b-roll is a few more. Your welcome and the host's walk are the anchors. Set what we capture in San Diego and watch how many weeks of Orlando's sell window it covers.

Covers 13 of 13 weeks

0vertical shorts
0long cuts
0quote cards
0carousels and photo posts
RecapThe stories, one runner at a timeSelling the next city
Three shorts a weekOne anchor a week

1. Ingest

Every card lands in one folder, labeled by station.

2. Transcribe

Every word, with timings, on our own machine.

3. Pick

The software finds the moments: a clean opening sentence, a line that lands, a question to the viewer.

4. Cut

Vertical crops that follow the speaker, captions in the brand font, the punch word big, loudness matched.

5. The week page

A phone page, Monday to Sunday, each post with its caption one tap from the clipboard. You approve, we post.

Where the numbers come from: the same engine already turns one forty-minute talk into six to eight clips, one long cut and twenty quote cards every week for another client. A sixty-second interview answer is one short; the best ones give two. The sliders use those ratios. Weeks are counted at three shorts and one anchor a week, and anything past thirteen carries into the next city's window.

06 / Example posts

What the posts actually look like

Every line here is a sample written to show the shape. On race day the runners' own words replace them. Every opening line is twelve words or fewer, talks to one person, and never uses a number we can't prove.

InterviewStory cold-openQuestionDareContrarianRoastListCall-outVisual onlyControl card
Sample
You don't have to be a runner to show up here
I walked the whole thing
@roastedrun5kSan Diego, race day
Interview short, 45 s. Headline card holds five seconds, then word-lit captions. Instagram Reels and TikTok, read separately.
Sample
Coffee
first
@roastedrun5kQuestion 4, the corner
Punch-word moment. The engine marks one or two peak lines per clip and shows them one word per beat, big.
Sample
Your slowest friend gets the loudest cheer here
@roastedrun5kThe long cut, 2 min 40
Story cold-open, the long cut. The last finisher's morning, start to coffee. This is the week-two anchor and the YouTube upload.
Sample
Run it. Walk it.
Bring your crew.the one rule you'll hear before this race starts
nobody here is timing you
@roastedrun5kYour welcome, clip 2 of 4
Your welcome, cut four ways. The rule card is the engine's native card, restyled to the brand.
Sample
Stop training for a 5K you could just walk
the plan is show up
@roastedrun5kContrarian, week 5
Contrarian. Same body, different opening. Families rotate so every kind of opener gets a fair test before we rank them.
Sample
@roastedrun5kVisual only. Steam, the pour, the start horn. No words for three seconds.
Visual-only opener. The rover's best three seconds. Some people stop for words, some for steam. We test both.
Sample
You're not too slow, you just haven't had coffee
excuses roasted daily
@roastedrun5kThe roast, week 4
The roast. Excuses get roasted, never people. The line comes from a runner at the corner, in their own words.
Sample
Your Saturday could smell like this
Orlando is open
@roastedrun5kOrlando sell window, February. Cut from San Diego.
Selling the next city. February posts run on San Diego footage and the partners. Every one ends on the Orlando signup link.
Roasted Run San Diego Sample I came for the coffee and stayed for the people behind me
A runner at the corner, question 2
Quote card, feed size. Five per race, each in feed and story sizes. Real words only, with the runner's yes.
Roasted Run San Diego Sample My pace is a slow pour and I'm fine with it
A walker on the course, question 8
Quote card, orange ground. Orange leads, cyan and pink follow, the way your site does it.
Roasted Run San Diego Sample Nobody asked my time. Three people asked my name.
A first-timer at the finish
Quote card, pink ground. The "bring your crew" color from your site, for the story-size version.
Sample
100%finish rate

Because the last runner is the one we wait for. Orlando is next.

The recap number. Posts on day two. Only numbers we can prove from the results sheet go on screen.
Sample
1

Five things nobody tells you before your first 5K

Swipe. Every one came from the corner.

2

You can walk the whole thing

About a third of the field did, and nobody noticed.

3

The back of the pack is the fun part

That's where the host was. That's where the jokes were.

4

The coffee is at the finish

And the second cup is the one you remember.

5

Orlando is next

Date and park on the next slide, once you've picked them.

Carousel, list family. One per eight interviews. Instagram's best-saved format, and every slide is a runner's own answer.
Sample 8:40
Race day, start to coffee
YouTube long-form. The full morning in nine minutes, chapters from the transcript. It lives on the channel for a year and feeds search for "San Diego 5K" and then "Orlando 5K."
Sample
Roasted Run 5K

You did the thing.

Your photos are in the album below, and the slowest finisher got the loudest cheer, same as always. Coffee's on us again at the next one. Bring the friend who said no this time.

Find your photos
Email, day two. One of four in the thirteen weeks. Goes to every registrant through our system, which is why the signup wiring matters before San Diego.

07 / The thirteen weeks

Three shorts and one anchor a week,
and every week has a job

You approve one week at a time from the week page. A missed slot gets written down as missed, never quietly filled. Three phases, and every post in the last five weeks points at the next city.

Week 1The recap
  • Group photo and thank-you
  • Your welcome, clip 1
  • Finish-line surge
  • Recap number square
  • Email: you did the thing
Week 2The recap
  • Interview: the first-timer
  • Your welcome, clip 2
  • Drone pass over the start
  • Long cut: the last finisher
Week 3The stories
  • Interview: question 2
  • Host walk, clip 1
  • Check-in line opener
  • Quote card pair
Week 4The stories
  • The roast
  • Interview: question 6
  • Your welcome, clip 3
  • Carousel: five things
Week 5The stories
  • Contrarian opener
  • Interview: question 3
  • Visual-only opener
  • Photo post: the corral
Week 6The stories
  • Interview: question 8
  • Host walk, clip 2
  • The warm-up, cut short
  • YouTube: race day, start to coffee
  • Email: the full film
Week 7The stories
  • Interview: question 10
  • Dare opener
  • Finish-line coffee b-roll
  • Quote card pair
Week 8The stories
  • Interview: question 7
  • Host long walk-and-talk cutdown
  • Question opener
  • Photo post: finish faces
Week 9Next city
  • Your walk-and-talk: why this exists
  • Interview: question 9
  • Call-out opener
  • Email: the next city is open
Week 10Next city
  • Best of the corner, part 1
  • Interview: question 5
  • The kids' awards
  • Carousel: what to expect
Week 11Next city
  • Best of the corner, part 2
  • Partner on camera
  • Story opener
  • Quote card pair
Week 12Next city
  • Registration reminder
  • Interview: question 1
  • Host walk, clip 3
  • Photo post: the group
Week 13Next city
  • The film, re-cut for the next city
  • Your welcome, the closer
  • Bring-the-friend opener
  • Email: last call

Three shorts a week, not seven. Post less and make every one count. The families rotate so no opener repeats before every kind has run.

The first five posts on any new channel only measure. We read watch time in the platform's own tools before we decide what's working.

Instagram and TikTok are read separately. What wins on one is not assumed to win on the other.

Every quote is grounding, never a testimonial. Runners' words appear because they're true and they said yes, not as a sales pitch.

08 / Selling the next city

The window that makes money

Orlando's registration window is February and March, and it's the only part of this that pays. Thanks to San Diego going first, it runs on four things, all of them real.

The film

Sixty seconds cut from the San Diego morning. The treatment is the next section. It headlines the day Orlando opens, and the 15-second cut is the ad.

The hooks

Three short posts a week from San Diego's runners, the partners and the promise. Twelve families of opener, tested in rotation, first five measured only.

The partners

The coffee roaster and the donut shop on camera. They bring their own followers, and their posts count as ours.

The texts and emails

Everyone who signs up hears from us four times before race day: a welcome, what to bring, the partners, and the night-before note. Nobody exports a spreadsheet.

Postthenroastedrun sitethenRunSignupthenOur systemthenText and email until race day

The wiring in the middle is the part nobody sees: every signup lands in our system automatically, so reminders, the photo email and the next-city announcement go out without anyone exporting a spreadsheet. It gets wired before San Diego so it's proven before Orlando.

09 / The film

Last one in

Sixty seconds, shot inside the real San Diego race. A woman who does not run gets talked into it by a text that says "there's coffee," stalls at mile two, and finds out the last one in gets the loudest cheer. No voice-over. The music carries it.

Silhouettes with coffee cups on a lake path at sunrise
The build. The path before the sun is up, cups in hands.
A group with a stroller, a kid and a dog walking a park path at sunrise with coffee
The corral is a party. A stroller, a dog, a kid, a cup toasted at the sky.
Three steaming coffee cups and finisher medals on a wooden table
The return. Steam, medals, the table everyone ends up at.

These three frames are the look: warm, low sun, steam, nobody in race gear. The mascot sits this one out; the logo is on the end card.

0:00The hook
0:03The build starts
0:12The build
0:30The collapse
0:40The bigger return
0:52The card
0:00 to 0:03, the hook.

A phone lights up at 5:40 in a dark room. Three texts: "you're coming." "i don't run." "there's coffee." The last one lands on the first downbeat.

0:03 to 0:12, the build starts.

A hoodie over whatever she slept in. The car. The sky going orange over Mission Bay. The check-in line. A cup handed to her, and she laughs.

0:12 to 0:30, the build.

The music's on, the warm-up, the corral is a party. The start, and nobody sprints. Cups in hands at mile one. One card on the frame: run it, walk it, bring your crew.

0:30 to 0:40, the collapse.

Mile two. She stops, hands on knees. The music drops to almost nothing: breath, water, a far-off cheer. Her friend comes back for her and walks with her. Nothing on screen. This is the beat the film is about.

0:40 to 0:52, the bigger return.

The finish comes into view and everyone who already finished is at the line with cups up. The cheer builds as she gets closer. She's last, and it's the loudest. The hug. The medal in the hand holding the coffee.

0:52 to 0:60, the card.

The group photo freezes into the poster. Your slowest friend wants you there. Then the logo, Roasted Run Orlando, the date and park plate, and the signup link.

What you get

  • The 60-second master, widescreen. It headlines the day Orlando opens.
  • The vertical recut for Reels and TikTok. The crop follows her, not the crowd.
  • The 15-second cut for paid placement: collapse, return, card. The :15 is the ad.
  • A swappable end plate. Orlando's date and park drop in when you lock them. The same film re-plates for West Palm Beach and Irvine.

How it gets made

  • Inside the real race on January 23. The crew is shooting the morning for the engine anyway; the film is the spine they shoot around.
  • One lead who genuinely does not run, a friend of yours in San Diego, registered for real. Everyone else is the actual field.
  • The last one in is real. Both cameras stay at the finish until the last runner is across. If it's not her, the film follows whoever it is.
  • Cost: the music license for commercial use. That's the list.

Your part

  • Approve or mark up this treatment. Nothing gets boarded until you do.
  • Pick the track from two. Brandyn shortlists; you choose. The shape is a build, a drop to nothing, and a bigger return.
  • Find the lead. Someone you know who'll say "i don't run" on camera and mean it.
  • One notes round on the rough cut. Your taste wins ties.

If San Diego can't be shot, the fallback is a staged sunrise with ten friends on an Orlando lake path in December, and a real reshoot at the Orlando race for the West Palm Beach version.

10 / Your calls

Eight things only you can decide

The first two decide whether San Diego gets shot. The rest can wait until December, but they all get answered before January 23.

  1. Who's behind the cameras in San Diego.

    Brandyn flies out and runs the clipboard, or your people run it with him directing by phone. The first is the plan on this page.

  2. The photo and video release in the San Diego waiver.

    Registration is already open, so this goes in now. One paragraph; we draft it, you approve it.

  3. The Orlando date and park.

    So Orlando registration can open the week the San Diego clips land, and the permit application goes in sixty days out.

  4. Are you on camera?

    The welcome on the mic and one ten-minute walk-and-talk. That's the whole ask.

  5. Who's the host?

    Someone who can talk to strangers for an hour and enjoy it. Doesn't need to run.

  6. The drone at Crown Point Park.

    Brandyn is certified. The park has to say yes. One question on the permit call.

  7. The lead for the film.

    A friend of yours in San Diego who doesn't run, registered for real, willing to be followed for a morning.

  8. How you approve.

    Sunday night, the week page on your phone, one tap per post. If a week goes unapproved it goes unposted, and that gets written down.

Plain talk about money. Registration is the revenue, and San Diego won't make either of us rich. The point of thirteen weeks of content is to make Orlando cheaper to fill, and West Palm Beach and Irvine cheaper than that. Sponsors come once there's an audience to show them. Brandyn's side of this stays free through the end of 2026.

The morning is the asset. Everything after it is compounding.