Services Provided: On-Set Photography, Creative Direction, Brand Integration

The Challenge Overtime’s “Draft House” is a premium YouTube docuseries that documents the journeys of football's most elite prospects. Overtime needed a dedicated on-set photographer and director for their recent production—featuring standout names like Caleb Downs, Zachariah Branch, Carnell Tate, Shedeur Sanders, Jaxson Dart, and Ashton Jeanty. The objective was to capture high-quality, authentic candids during production while also actively directing talent to naturally integrate their flagship sponsor, Ram Trucks, showcase Overtime’s exclusive merch, and drive immediate social virality.

Richard Payne Studios embedded directly on set to deliver a comprehensive, social-first photography package, operating seamlessly alongside the main video production crew.

Our execution focused strictly on two core pillars:

1. Episodic & BTS Photography We documented the raw, unscripted moments between takes, capturing the true personalities of top-tier prospects.

• Unrestricted Access: Navigated a highly active production environment to secure intimate, behind-the-scenes angles without interrupting the primary film crew.
• Algorithm-Optimized Candids: Delivered premium portraiture and lifestyle shots formatted and color-graded specifically to dominate Instagram and TikTok algorithms.

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2. Brand & Retail Integration We provided active creative direction to engineer photography that satisfied high-stakes commercial deliverables for Overtime’s marketing team.

• Sponsor Direction: Actively directed the athletes on set, posing them with Ram Trucks to capture premium imagery that highlighted the flagship sponsor while maintaining an authentic, unstaged feel.
• Apparel Showcasing: Delivered crisp, culturally relevant photos highlighting Overtime’s exclusive merch drops, directly supporting their e-commerce and retail initiatives.

The Impact

Our photography successfully bridged the gap between a massive commercial video production and organic social media dominance.

• Viral Athlete Adoption: The photography resonated so deeply with the talent that Caleb Downs bypassed standard media options, selecting our shots for his primary, official photos. His Instagram post went massively viral, generating millions of views and over 200,000 likes, placing Overtime’s brand front and center for a massive audience.
• Driving Series Viewership: The visual assets fueled the promotional engine for a "Draft House" campaign that tapped into Overtime’s audience of over 3.4 million YouTube subscribers.
• Commercial ROI: Delivered a premium suite of directed and candid visual assets that perfectly satisfied the commercial requirements for both Overtime's merch lines and their flagship brand partner, Ram Trucks.