Made For The Moment: Behind the Scenes Filming
Made for the Moment is a celebration of the moments that define us as athletes. The moments where preparation meets opportunity. The moments where the outcome is uncertain, but commitment isn't. Whether it's a hard boulder, a sport climbing redpoint, a long day on a big wall, or pushing limits in the gym, these are the experiences that keep us coming back.
But before any of those moments happen, there is a ritual. A pause. A chalk-up. The pursuit begins long before the send, and every moment that matters starts with preparing for it. Made for the Moment highlights the role that chalk plays in those defining experiences. It is the first step before the attempt, the constant throughout the process, and the trusted tool athletes rely on when performance matters most.
Featuring athletes across multiple disciplines, this anthem showcases the environments, challenges, and pursuits that make climbing and strength sports so meaningful. Through every attempt, setback, breakthrough, and success, Friction Labs is there as part of the journey. While every athlete's path looks different, the moments that matter most are what connect us all.
A special thank you to Professional Strongman Alex Kelley and Professional Climbers Andrea Szekely, Daniel Woods, and Margo Hayes for helping bring this project to life. It was a pleasure to capture them performing in each of their own elements.
We would also like to give a special thank you to Nelson Carayannis from Mind Frame Cinema for bringing this vision to life. From concept to final cut, Nelson's ability to capture the emotion, intensity, and beauty behind these moments helped turn an idea into something truly special.
Alex Kelley Shoot at Gym Number Five:
Friction Labs Athlete Alex Kelley preparing for the California’s Strongest ProAm competition back in March. We got an inside look on what it takes to train like a strongman, and capture some of the process. Alex trains 5-6 times a week, rotating through different strongman disciplines that all require different training techniques. When Alex is not training or competing, you can catch him training and coaching high school football.
Andrea Szekely on Toil in Blood V8 in Boulder Canyon:
Friction Labs Athlete Szekely is an OG. She has been on the Friction Labs team since the beginning, and has been climbing for more than 30 years. We joined her for a session in Boulder Canyon to capture her process working on the classic “Toil and Blood” v8.
Daniel Woods Shoot on No One Mourns the Wicked V17
We hiked out a 60 lb crane, as well as 2 Redd Cinema cameras miles deep into the South Platte to film Daniel Woods project the infamous “No One Mourns the Wicked” V17, which was put up by Nathaniel Coleman in 2024. Daniel first ascended the stand start, “Defying Gravity” V15 over a decade ago, and has returned to try and do it from the sit. Capturing Daniel in projecting mode on one of the hardest boulder problems in the world was what Made for the Moment is all about.
Margo Hayes Training Shoot at The Lab
We spent a day with Margo at The Lab in Boulder, capturing the countless hours of training, preparation, and dedication that fuel her climbing. From powerful board sessions to focused movement drills, this segment highlights the work that happens behind the scenes and the commitment required to perform at the highest level.
Photos & BTS blog by: Brennan Robinson
