Cut to the Chase - September Edition ‘25
Welcome to the sunny September edition of Cut to the Chase. Sun in Glasgow? Yes, really! We’ve been taking full advantage with ice lollies in hand and outside creative sessions in full swing.
Here's what’s been heating up this summer 🔥
In this edition ⤵
💡 Human Truths: what really drives work that connects
🚴♀️ Bringing fans closer to the action with AWS + WBD
🧤 Going behind the scenes with Kasper Schmeichel for Grenade
🎙️ Nino Schurter’s retirement and the trust behind the moment
🧠 Throwback to Scott’s thoughts on why fans are showing up on YouTube
💡 What We Mean by Human Truths
What really drives results in branded content?
Here is why at Cut Media, we start with what really matters to people - Human Truths.
Not just insights, but the emotional drivers that influence why people care, act or connect.
🚴♂️ AWS + WBD: Bringing Fans Closer to the Moment
This summer, we teamed up with Warner Bros. Discovery and AWS to tell a deeper story behind the data. The brief? Create a 30-second TVC that would show off AWS’ Central Cycling Intelligence tool and make people feel what it’s like to be more connected to live racing.
Shot during race weekend at Leogang with Valentina Höll, the ad tapped into that electric moment when data isn’t just information, it’s emotion.
From live track-side filming to visceral VFX in the edit suite, we brought it all together to immerse fans in every second of the action.
🧤 On the Clock with Kasper Schmeichel x Grenade
Kasper Schmeichel is a world-class goalkeeper but also a grounded, family man and a real human being. That’s the side we captured in our latest shoot for Grenade.
Filmed in a local training space, we created a flexible series of promotional stills for both social and retail that showed how Grenade fuels elite performance.
Simple. Sharp. Real.
🥇 A Legend Bows Out: Nino Schurter’s Retirement
Trust is everything when it comes to telling a story at the highest level and we’ve been lucky to earn that trust over the last 18 months working with Nino and Scott Sports on N1N0 Beyond.
When Nino, Olympic gold medallist and 10x World Champion, announced his retirement from World Cup racing, we were honoured to help capture the moment.
It wasn’t just about closing a chapter, it was about honouring the legacy of one of the sport’s greatest, in a way that felt true to him.
👉Link to announcement here.
👉Watch the latest episode here.
📺 Why fans are showing up on YouTube
YouTube isn’t just a place for highlights anymore, it’s the new home of sports culture. In our latest article, our very own Scott Marshall, dives into why fans are flocking to the platform, and how smart brands are showing up with purpose.
We unpack:
– Why YouTube is the go-to for lean-back sports viewing
– What fans really want from content now
– How brands can build loyal, engaged communities—not just rack up views
And we share how our work with Grand Slam Track turned YouTube into their most powerful channel to date.
Looking to tell your story?
Whether you’ve got a product to launch, a sports partnership to maximise doc or a sporting fanbase to grow. We’d love to help you make something really converts.
📧 Get in touch here at stu@cutmedia.com
