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Grand Rapids Chamber ATHENA Leadership Award Video Production With Real Grit

Grand Rapids Chamber ATHENA Leadership Award Video Production With Real Grit

SALT produced a Grand Rapids Chamber ATHENA Leadership Award video that traded stiff award-show language for vulnerable stories from four finalists. The piece turned a leadership profile into something people could feel, not just admire.

TL;DW

SALT produced the Grand Rapids Chamber's ATHENA Leadership Award video and a companion social cut to spotlight four finalists with more heart than a standard award reel. The Chamber needed a piece that felt honest instead of stiff, so we built the story around vulnerable interviews, bold portraits, and the real cost of leadership.

  • Reframed the ATHENA finalists as full human beings, not resume bullet points
  • Built the visual language around bright industrial space, bold wardrobe, and low-angle portraits
  • Extended the campaign with companion cuts for rising leaders and organizational storytelling
  • Directed interviews toward adversity, risk, faith, and service instead of polished talking points
QUICK PROOF

Quick Proof

Chambers, associations, and award programs that need commercial video production with real human stakes.

Service this proves
Leadership award video production and social cutdowns
Problem SALT solved
Turn an ATHENA Leadership Award profile into a story people could feel instead of another stiff awards reel.
Outcome
Three years of ATHENA work across three competitions with a creative rule to never repeat ourselves.
What SALT delivered
A two-day production sprint with 12 interviews, b-roll, vulnerable finalist stories, and a companion social cut.
THE NUMBERS

3

Years of ATHENA Work

3

Competitions Covered

2 Days / 12 Interviews + B-roll

Production Sprint

Never Repeat Ourselves

Creative Rule

THE FULL STORY

The Full Story

The Challenge

Grand Rapids Chamber needed an ATHENA Leadership Award video that felt alive. More specifically, the work sat inside ATHENA International's Grand Rapids community: ATHENA Grand Rapids, an affinity group of the Chamber built to support the professional development of women across West Michigan. Typical award pieces lean on titles, metrics, and applause. That was the wrong move here. The Chamber wanted people to understand the women behind the honors, not just the honors themselves.

The brief asked us to shift the frame from resume copy to real leadership. We needed to honor four finalists - Jaime Counterman, Shannon Cohen, LaSandra Gaddy, and Tenisa Frye - without flattening them into corporate shorthand. The work had to carry strength, vulnerability, and credibility all at once.

Our Approach

We Put the Human Story First

We built the piece around conversation, not recitation. Instead of asking each finalist to repeat the public version of her story, we pushed toward the harder truths underneath it: domestic violence, unstable housing, leaps of faith, hard pivots, and the pressure of leading while the stakes stayed high.

We Matched Honesty With Strong Visuals

We stepped away from the usual boardroom backdrop and filmed in a bright industrial space with exposed brick and natural light. We framed the women with low angles, bold posture, and clean movement so the images carried confidence without turning stiff. We also built the Young Athena piece with a different kind of energy. We turned a plain office into a clean, high-key studio, asked each subject to look straight into the lens, and kept the setup simple enough to move fast without losing the human part. That gave the campaign a version that could speak to rising leaders with the same honesty, but with a little more spark and immediacy.

"We're not done. And that's what ATHENA is."

The Impact

The finished video changed the tone of the award story. Instead of celebrating leadership from a distance, it pulled viewers close enough to feel the grit behind it. The women on screen did not sound polished for the sake of polish. They sounded practiced, scarred, brave, and still moving.

That shift gave the Chamber a more useful story to share with future nominees, young leaders, and anyone in West Michigan trying to build something with brains, guts, and glory. The work honored the finalists without sanding off the edges that made their leadership worth honoring in the first place.

As the ATHENA library has grown, we have also split the organizational award films into their own year-specific pages so search engines and AI tools can understand them more clearly: 2022, 2023, and 2024.

Frequently Asked Questions

What type of video did SALT produce for the Grand Rapids Chamber ATHENA program?

We produced a leadership-focused promotional video for the Grand Rapids Chamber's ATHENA Leadership Award program, plus a companion social cut for Young Athena. The work functions like a brand film and an award profile at the same time, giving the Chamber something cinematic that still feels grounded in real people.

What is ATHENA Grand Rapids and what did they need from this project?

ATHENA Grand Rapids is an affinity group of the Grand Rapids Chamber and part of the wider ATHENA International network. The program gives women professionals in West Michigan access to events, leadership forums, scholarships, and the annual ATHENA Leadership Award, ATHENA Young Professional Leadership Award, and ATHENA Organizational Leadership Award. They needed a video that could celebrate that leadership without slipping into stiff corporate language or generic praise.

Are the organizational ATHENA videos available as separate pages too?

Yes. We split the organizational award films into their own year-based pages for 2022, 2023, and 2024. That makes each organizational story easier to find, easier to cite, and easier for search engines to understand.

What made this ATHENA Leadership Award video different from a typical award reel?

Most award reels list achievements and keep the subject at arm's length. We did the opposite. We built the story around adversity, growth, service, and personal voice so viewers could feel the cost and courage behind each finalist's path.

How did SALT handle the interviews with the finalists?

We created a conversational environment and directed each interview toward lived experience instead of canned answers. That opened the door to stories about housing instability, risk, faith, career pivots, and advocacy, which gave the final piece its emotional weight.

Can SALT create similar leadership or culture videos for other organizations?

Yes. This project shows how we can turn an award program, internal culture story, or recruitment message into a film with real emotional pull. If your organization needs people to feel the story instead of just hear it, this is exactly the kind of work we do.

Where is SALT located?

We are a woman-owned creative video company based in Grand Rapids, Michigan. We make documentary, branded, and performance-driven work locally, nationally, and internationally.

  • Reframed the ATHENA finalists as full human beings, not resume bullet points
  • Built the visual language around bright industrial space, bold wardrobe, and low-angle portraits
  • Extended the campaign with companion cuts for rising leaders and organizational storytelling
  • Directed interviews toward adversity, risk, faith, and service instead of polished talking points
MORE FROM THIS CAMPAIGN

More From This Campaign

Young Athena Award 2024

Young Athena Award 2024

Grand Rapids Chamber

TL;DW

Young Athena 2024 takes the campaign in a sharper, more immediate direction. We turned a plain office into a bright studio, asked each woman to look straight into the lens, and built a piece that feels confident without feeling staged. The result speaks to rising leaders in a voice that feels direct, modern, and human.

Young Athena Award 2024 Transcript
[00:00:02] General Introductions Unknown Speaker: If someone says no, they don't want to help you, for every no there's a million yeses somewhere else. E.B. Sonheim: I think there's so much beauty in being a woman in a male dominated industry. Unknown Speaker: It's never been about proving my nos wrong but more about proving my yeses right. Kelly Brown: When we are our authentic self, it leads to those lasting relationships that we wouldn't have otherwise. Madyson Mansfield: It's so important to bring access to individuals in our community who may not otherwise have access to that social capital. [00:00:34] Amanda Rostic I think the average person is just not aware that it's more dangerous to have a baby now than it was 30 years ago. It kind of switched the whole world for me where I'm like, "Wait, people have these issues with their maternity care? Whoa, whoa, whoa, we got to fix that." And that really changed my life, so I created this film called Delivering While Black. Getting people talking, that's the way to get people heard. That is what film has been for me. [00:00:59] E.B. Sonheim So I started in the construction industry when I was 23 years old, and typically in not a space you find a lot of women, so it took me some time to find my footing and find my place and find my voice. Being a woman in a male dominated industry is a huge benefit. It's better to be the odd one out because I can bring a unique perspective that maybe hasn't been represented at a table before. [00:01:25] Madyson Mansfield My mom is my hero and I draw inspiration from her every day. My mom worked in the restaurant industry, so it was lots of nights where I was alone at home. We had no support, and so it's like, "I don't even understand how you were able to do that." Now that I'm in a position, it really is important for me to give back to those communities. When organizations support diverse individuals, it really does make an impact within our community. [00:01:49] Carrie Machkouri My dad, he actually had the opportunity to go back to school, really saw how transformational that was for him and for our family. I take that every day with me into the literacy center. I love working with people in my business owners and entrepreneurs English class. That class is kind of the biggest way that I use my social capital, so I tap my network to bring in great guest speakers for the class. It's so essential that we use our own privileges and our own access in our social networks to bring those with us to the people that we're mentoring. [00:02:27] Kelly Brown When my dad was diagnosed with pancreatic cancer last year, there was no way I could hide what was going on in my life. If I wanted to be my authentic self, I had to kind of wear my heart on my sleeve. That was definitely a lesson for me in vulnerability and being okay showing those emotions when they were really raw and really real, and it taught me that it's okay to bring emotions into the workplace. We're not robots, we're emotional people. When you lead your life with authenticity, people see you. [00:03:03] Closing Thoughts Unknown Speaker: There's so much beauty and positive change you can drive by having a different voice. Madyson Mansfield: As we work with a diverse community, it's important that we look like the community we serve. Carrie Machkouri: So important as people in our society who have access to social capital and access to privilege to share that with others in our community. Kelly Brown: But I think back again on all of those women before me and look at where they are, and I know for a fact they weren't staying quiet, so I let my voice be heard. Stop being shy because issues don't go away when you're shy about them. Amanda Rostic: I didn't even have a camera and I made a whole film, so you can do it.
Athena Leadership Award 2023

Athena Leadership Award 2023

Grand Rapids Chamber

TL;DW

A 30-second Athena Leadership Award 2023 cut that keeps the campaign focused on grit, composure, and the emotional weight behind public recognition.

Athena Leadership Award 2023 Transcript
[00:00] Leadership is having a point of view if you don't have influence then you don't [00:04] have impact. I don't believe the road is easy. I think it's persevere and it's [00:10] not just about starting a business. It's really being a change agent. We have [00:16] this incredible opportunity as women to support other women. I just take that [00:21] responsibility really seriously because I've had so many women do it for me.
Athena Award Finalist 2022

Athena Award Finalist 2022

Grand Rapids Chamber

TL;DW

A finalist-focused Athena Award 2022 film that keeps the story centered on presence, pressure, and the kind of leadership people remember after the applause ends.

Athena Award Finalist 2022 Transcript
[00:00] My grandmother, she was always say, get a good education because you get a good [00:04] education, they can never take that from you. When I saw the suffering of the [00:08] mothers, I couldn't wait. I decide to take it in my own. We're all people and [00:14] we're [00:16] better together. Part of the vision that I have is making the world a more [00:19] just and equitable place, one organization at a time. Attitude can [00:25] cover a lot of fear and I just refuse to fail. I worked at the agency during [00:25] cover a lot of fear and I just refuse to fail. I worked at the agency during [00:35] the [00:35] summers when I was in college so I'm celebrating my 40th anniversary with [00:40] the agency. It literally worked almost every single job in the agency and then [00:44] got into management. Asking for help was the bravest thing I ever did and it [00:50] worked and it worked well. So for people that I knew that had strengths where I [00:55] didn't have strengths, what it does is sends a message to other people that it [00:55] didn't have strengths, what it does is sends a message to other people that it [01:00] 's [01:00] okay to do that and shame on anybody who judges you for asking for help. The [01:07] role of a woman in leadership is very, I think it's very pivotal. You can't be [01:12] what you can't see so it is very important for us to have women in [01:17] leadership. Yes things might not be as good as we would like them to be and [01:23] yes we do have a lot of work to do but know that you deserve to be at the table [01:29] . [01:29] I was hired by an organization to be in one of the biggest schools here in [01:29] I was hired by an organization to be in one of the biggest schools here in [01:36] Grand Rapids who had the 96% of the Latino community. I have a big case [01:43] load of children who wanted to commit suicide and I realized there was one [01:48] reason and the reason was there were domestic abuse at home so we will knock [01:53] so many doors, big organizations and all the doors were closed. They didn't [01:57] believe on us but I always thought and I put it myself and I said I'm gonna do [01:57] believe on us but I always thought and I put it myself and I said I'm gonna do [02:02] it. [02:02] They deserve a better life, they deserve to be respected, they deserve to be [02:07] safe. [02:07] I had a student recently bring me a proposal for an idea and she wanted [02:12] funding and she was the leader of our BIPOC Student Affinity Group and then I [02:17] helped connect her by giving her the connections and let her take the [02:22] leadership role and make it happen and I did fund it. My entire career has been [02:28] about serving young people, providing opportunity, making connections and I [02:28] about serving young people, providing opportunity, making connections and I [02:34] think that's what we can do. We can lift each other up, connect each other. It [02:39] 's [02:39] not a competition we all win if we work together and I think that's what we [02:44] need [02:44] to do is work together. When we talk about mentorship and sponsorship and a lot [02:50] of [02:50] people tend to be good at and are more comfortable being a mentor which is [02:54] someone that is the coach, they are the encourager, you know they come [02:58] alongside [02:59] the person and really affirm them and those are all really important things to [02:59] the person and really affirm them and those are all really important things to [03:03] help a person grow and build their confidence but a sponsor they take things [03:08] to the next level. Not only do they come alongside and encourage and affirm but [03:12] they actually use their agency to help that person get to where it is that they [03:16] want it to be. As an African-American woman I have been the first, the first as [03:21] an executive, the first on a for-profit board but my goal and desire is that I [03:27] will not be the last African-American woman in those roles. We're not a [03:27] will not be the last African-American woman in those roles. We're not a [03:31] minority, we're 52% of the population and we are a force to be reckoned with [03:37] and [03:37] we should be treated equally. I advocate for people, I'm not scared, I'm not [03:43] scared [03:43] on anything. I believe that everybody should be respected, everybody should [03:49] be valued and everybody should be appreciated. I always felt like you should [03:54] go after things that you clearly feel passionate about. It's just feeling so [03:59] strongly about an organization's mission that I want to be a part of it and I [03:59] strongly about an organization's mission that I want to be a part of it and I [04:06] want to make a difference and I want to make an impact. [04:10] Tell me about Rick. Oh my goodness. [04:20] Meg, I am so excited to tell you that you are the recipient of our 33rd Athena [04:28] award. [04:29] Wow, oh my god. Congratulations. Thank you. Congratulations. Wow. I couldn't [04:29] Wow, oh my god. Congratulations. Thank you. Congratulations. Wow. I couldn't [04:37] think of anyone [04:37] more deserving. This is awesome. Thank you it is. It's a really truly an honor. [04:43] Very [04:43] exciting for us too. Oh okay, wow. I think I will have that mimosa right now. [04:51] Wow, [04:53] this is a huge honor in this community. [04:53] this is a huge honor in this community. [05:00] When you look at the tenets of the Athena person, it's something that I've [05:10] strived for my whole adult life. It's a wonderful recognition, really wonderful [05:17] . [05:17] Cheers. Congratulations. Thank you. [05:23] I'm a little rattled. I just was taken by surprise. [05:23] I'm a little rattled. I just was taken by surprise.
Athena Young Leadership Awards Social

Athena Young Leadership Awards Social

Grand Rapids

TL;DW

A short social cut that keeps the campaign focused on rising leadership, momentum, and emotional pull in a faster platform-ready format.

THE KIT
DJI Ronin 4D 8KNikon Z LensesAstera Titan TubesSound Devices Mix Pre 3Sony UWP-D Wireless LavsRode NTG 3 Shotgun
Full Transcript
[00:00] One of the biggest opportunities that we have is giving light to circumstances. [00:14] And my voice is how I'm able to do that. [00:17] Because I know that when women build what they dream, we are a force. [00:21] I had to do it afraid. [00:23] I had to look at myself as head and out the tail. [00:28] It happens, and sometimes you have to pivot. [00:28] It happens, and sometimes you have to pivot. [00:31] And when you pivot, you pivot with purpose. [00:34] So the Rockstar women movement started from an idea that I pinned on the back [00:39] of a napkin. [00:39] You know, at the time, I thought, well, I'll just have it at the same cafe that [00:42] I was sitting [00:43] in. [00:44] And it would be maybe 20 women, and I reached out to two trusted friends to [00:48] tell them what [00:49] I was thinking of. [00:50] And but one of them said, Shannon, what you are dreaming of is so much bigger [00:56] than you're [00:56] imagining in this moment. [00:58] My friend saying, I'm not going to let you think small, reminded me that I'm [00:58] My friend saying, I'm not going to let you think small, reminded me that I'm [01:02] not a questionable [01:03] investment. [01:04] I have social proof and receipts throughout my career, my life that prove that [01:09] when when [01:10] she has room to dream and to create transformational things emerge, our annual [01:15] brunch experience, [01:16] we attract about 800 to 1000 women for that event. [01:20] We're committing to you reaching as many women that lead love and serve in [01:24] transformational [01:25] ways as we can. [01:26] I worked at a corporate office and family promise came. [01:26] I worked at a corporate office and family promise came. [01:30] And after hearing their mission narrated by a child, they're watching their mom [01:35] try to [01:36] find a solution for housing, we're sleeping in our car. [01:40] We just want to pillow and I was just moved and I had to be a part of the [01:44] organization. [01:45] So unless in a year, we increased our employees by 60%. [01:48] We purchased two manufacturer home communities, bringing revenue in an [01:53] innovative manner so [01:55] that we can further along our mission. [01:58] I grew up in an environment with domestic violence and alcoholism. [01:58] I grew up in an environment with domestic violence and alcoholism. [02:05] My family was housing and stable. [02:06] My very powerful mom had four kids as a single mom. [02:13] And it was really meaningful for me to be a bridge in that voice. [02:17] My goal in all of it is to be an activator for change. [02:21] I want to help people find that spark in them and do something about it. [02:26] It was through Women's Resource Center where I learned that fierce advocacy was [02:26] It was through Women's Resource Center where I learned that fierce advocacy was [02:31] truly important. [02:33] Those are some boss women there. [02:34] But I knew the organization was struggling quite seriously knowing that we were [02:39] struggling [02:39] to even make payroll to build a service that served women in the workplace. [02:46] We couldn't let that die. [02:47] I have learned from my faith that I walk by faith and not by sight. [02:53] But it really just put a fire under me. [02:57] We went from serving several hundred women to now and being able to impact the [02:57] We went from serving several hundred women to now and being able to impact the [03:01] lives [03:01] of thousands of women. [03:06] Incubate that idea. [03:08] Don't just dream it. [03:09] Build what you dream and we all need to build squat because we don't go as far [03:14] as our dream. [03:15] We go as far as our team. [03:16] Never hide or dismiss who you are. [03:21] Lean into that. [03:22] And by leaning into that you find your voice and your voice is powerful. [03:27] Empowered women and powered women because there is always an opportunity to [03:27] Empowered women and powered women because there is always an opportunity to [03:31] empower someone [03:33] else. [03:34] I'm not done. [03:35] We're not done. [03:36] And that's what Athena is. [03:37] Athena is us knowing that we're not done.
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