Inspiring Conversations with Seth Shapiro of Diesel Films

Today we’d like to introduce you to Seth Shapiro

Seth, we appreciate you taking the time to share your story with us today. Where does your story begin?
In 2005, I moved to LA from the Miami Heat to pursue my dream job—a staff position producing and editing promos for NFL Network. Working on the Super Bowl and helping launch the first iteration of Thursday Night Football was incredible for a former high school football player whose career highlight was recovering an onside kick. I even got to stand at a urinal next to my idol, NFL Films legend Steve Sabol. Life was good.

But life moves fast. In 2007, while working from the TV compound at Roland Garros, I submitted my two weeks’ notice to the NFL Network, and my freelance journey began. From Paris, I started editing worldwide for Tennis Channel and expanded to cover major events for Fox Sports, like the World Series and College Football National Championship Games. In 2008, I founded Diesel Films (named after Shaq Diesel) to maintain my independence, marking my accidental entry into entrepreneurship.

It took about five years to transition from being a “day player” to a business owner, taking on bigger projects that allowed me to hire staff and elevate my role to produce and direct my own content. This journey began with a Super Bowl project celebrating Seattle’s music and art scene. Our next big opportunity was with Nike, where we worked on various projects, from filming Neymar in LA to creating Nike North America’s quarterly sizzles that captured their marketing efforts.

Running a business is a grind, especially in the ever-evolving world of content creation. But Diesel Films has gone on to produce content for some of the world’s biggest brands, always delivering on our motto: “We don’t just create content; we send shivers down your spine.”

We all face challenges, but looking back would you describe it as a relatively smooth road?
Owning a business always comes with challenges. For me, the key question was whether to scale up or keep things small and manageable to minimize stress. Managing finances is tricky, especially when retainers are rare, making it hard to forecast revenue. I remember signing the lease for my second office—the deposit check literally emptied my checking account. Scary times. Whether it’s a big month or a small month, running a business is a roller coaster, and I always held out hope for those six-figure months—that was a huge motivation for me.

Today, in a world driven by celebrity-backed content and production companies, we’re up against tough competition from the likes of LeBron James, Peyton Manning, and even Barack Obama. The creator economy, AI, and the democratization of media are driving an unstoppable wave of change. As they say, “Change or die,” and we’re committed to adapting to the constantly shifting landscape of media production.

We’ve been impressed with Diesel Films , but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Diesel Films Inc. is a media production company based in Los Angeles, specializing in high-quality branded content, original films, and TV development. Founded in 2008, the company collaborates with major brands, sports organizations, and celebrities, producing everything from short films to large-scale TV commercials. Known for its powerful storytelling and innovative media strategies, Diesel Films has built a reputation for emotionally engaging content that resonates with audiences and aligns with brand objectives.

The company offers a range of services, including creative development, production, post-production, and social media strategy. Their work spans across sports, entertainment, and corporate content, with an impressive client roster that includes industry giants like Nike, the NFL, and Netflix. Diesel Films also won multiple Emmy Awards, highlighting its industry recognition and expertise in delivering content under tight deadlines and evolving requirements.

How do you think about happiness?
Finishing my first feature length documentary, “Rise Above: The Journey to College Basketball”, a gripping and heartwarming documentary about the power of pursuing your dream against all odds, RISE ABOVE is an earnest, gritty, and timely exploration into the world of college basketball recruiting. You can check it out now on Tubi. Also working on the big stage like this year’s World Series at Dodger Stadium is always a huge thrill for me.

Metrics are great but for me it’s the intrinsic value that makes what I do as a storyteller all worth it.

When I create something with my team that gives someone the “FEELS”, that’s the part of my ‘job’ that is my passion, why I do it and why I love it.

A recent text I received:

“That’s amazing Seth. Thank you so much for doing that. Please let me know if you need anything Seth, beautiful work. The narration and editing top-notch”

These are the messages that fill my cup. Views and engagement I can’t control but taking pride in telling the best story & giving all ‘the feels’ is what I thrive on.

Contact Info:

• Website: https://dieselfilmsinc.com/
• Instagram: https://www.instagram.com/seth.ceo/?hl=en
• Twitter: https://x.com/seth_shap
• Youtube: https://www.youtube.com/@RiseAboveFilm

Image Credits
@jjlewis06

@ondraybanith