Behind the Scenes | Digital Genius
You've seen his work - now find out what drives Glasgow Warriors very own digital genius, Ciaran Hynd...
This article originally appeared in Issue 5 of Warrior, the official magazine of Glasgow Warriors. Members can view the full magazine for themselves on the Glasgow Warriors Members Hub - to secure your Membership, click here!
“I work across the whole club, really.”
In an era where quality of digital and video content is of the utmost importance, it’s no surprise that Ciaran Hynd’s role sees him involved in a wide variety of Glasgow Warriors projects. The club’s Content Producer, there’s a vast array of video projects that come across his desk – and editing screens – over the course of a calendar year.
“Everything video-wise from rugby to marketing, from partnership launches to operational videos, brand-focused content and behind the scenes clips – I work on all of those video bits and pieces,” explained Hynd.
“I also support other elements of digital creation, whether that’s graphic design work or some strategic marketing. It’s a busy old environment!”
Supporters who follow the official Glasgow Warriors social media channels will be familiar with Hynd’s work, even if they haven’t been aware of the man behind the work. Whether it’s filming behind the scenes at training or a piece working alongside one of the club’s commercial family, it’s an area that the man himself has thrown himself into since leaving university.
“I was always geared towards the arts side of things – at school, it was always art and design that I was more interested in,” said Hynd.
“It wasn’t until the end of school that I really decided that I didn’t relly want to go into fine art, painting and sculptures and so on – it was the digital side of things I really enjoyed. That led me to studying Digital Interaction Design at university – a lot of interface and app related things - and I loved all of that.
University of Strathclyde Student Sport Challenge - Round 4⃣— Glasgow Warriors (@GlasgowWarriors) October 25, 2020
Glasgow Warriors v @SirensNetball
🏉 Nick Grigg v Zanele Vimbela 🏐
⚠️ All filming took place prior to the Coronavirus pandemic pic.twitter.com/GQn25Kbkad
“It was while I was at uni that I had my first exposure to producing video, and I loved it. I went to some film festivals at university, and they kind of inspired me a bit to be honest.
“I basically finished university, and I actually briefly started my own business - I quickly decided it wasn’t for me though! I got a job with Bath Rugby, so I went down there to work as a Content Producer for them for two years, and then the job came up here. I came up for an interview, got the job, and it’s all gone from there really!”
It’s been a whirlwind spell in the role for Hynd since joining the Warriors in January 2019. A run to the Guinness PRO14 Final at Celtic Park concluded his half-campaign with the club, before the rollercoaster 2019/20 season brought about its own set of challenges for all to navigate. Despite those challenges, however, the club’s standard of video and digital content has remained of the highest quality throughout, delighting fans across social media.
“There’s always a balance to strike when producing everything the club needs,” said Hynd.
“It’s an incredibly busy environment.
“The real art is finding ways to marry all of the goals together – if you can produce something that’s of a high quality and creatively interesting while marrying everything together, then that’s such a satisfying feeling.”
The move north also brought about a subtle shift in focus, with different clubs having different end goals for their digital output.
“There’s a bit of a difference between here and Bath,” explained Hynd.
“In Bath, the Rec holds about 14,000 people so the content I was producing there was always with the goal of selling tickets. Here, we’re lucky that – when we can have crowds – we usually sell out pretty quickly. There’s less of a focus on that here, and a bigger focus on delivering value for both fans and commercial sponsors and partners.
“Culturally, too, a lot of our content here reflects the values we have as a club, which is really important to everyone here.
“They’re two very different cities, too. You’ve got Glasgow with its big industrial heritage and the Glasgow people, and then you’ve got Bath as this small World Heritage site of a city. They’re both really great places, but those differences also influence the content you create.”
Hynd’s enthusiasm for both the job and the club is clear throughout the interview. The key factor? Enjoying every moment of the content’s creation.
“The best bit about my job has to be the excitement of working in professional, elite level sport,” he said.
“I’m a massive rugby fan myself, and to be at the heart of a club like this and working with elite players is such a cool feeling. It’s one of the most exciting settings you can possibly work in, and I love it.”