The former Elon University volleyball player and journalism major has carved out a rising career as an associate producer for ESPN’s “30 for 30” documentary series, blending her athletic insight with a passion for long-form storytelling.
The 2022 Stanley Cup was on the line, and Isabella Seman’s highlight package was due moments after the final horn.
The Elon graduate can recall feverishly editing highlights inside ESPN’s headquarters in Bristol, Connecticut, finalizing her package before it hit live television and potentially 70 million subscribers.
“Having a heart attack – that’s what it felt like,” Seman said. “But I got to experience that feeling multiple times because I was trusted with the bigger highlights.”
With editors and producers calling out changes and the pressure mounting, she relied on instincts honed from years of experience – as a student-athlete, a college journalist for Elon News Network, and a production assistant for “SportsCenter,” ESPN’s flagship program.
What she didn’t know at the time was that those high-stakes moments were the perfect training for her next role: shaping stories behind ESPN Films’ legendary “30 for 30” series.
Today, Seman is an associate producer for “30 for 30,” where she has traded split-second game recaps for the art of long-form storytelling – uncovering the narratives behind some of the sports world’s most iconic moments. Her journey from student-athlete to filmmaker proves that some of sports’ greatest plays happen off the field and behind the lens.
“Bella has that natural curiosity for telling stories, which is really what we do,” said Gentry Kirby, senior director at ESPN Films and Seman’s current supervisor. “Her curiosity, that drive to tell people’s stories, makes people successful in this business.”
Falling in love with long-form journalism
Seman’s path to ESPN began in the School of Communications, where she initially envisioned a future in political journalism. But her time at Elon – especially her experience in the “60 Minutes” Master Class – sparked a deep passion for narrative storytelling.
During the fall 2020 semester, Seman and her classmates investigated several community-wide issues, including a deep dive into Elon’s Jewish community response following acts of vandalism and intimidation. Their work earned top honors from the Broadcast Education Association.
“The 60 Minutes class was a game-changer for me,” Seman said. “I made a documentary in high school, but it was at Elon where I realized how much I loved long-form storytelling. That class helped me understand the depth and impact of investigative journalism.”
Outside the classroom, Seman’s dual involvement in Elon’s media and athletic communities proved formative. As a two-time captain of the Elon volleyball team, she gained firsthand insight into the complexities of sports culture – a perspective that now helps her connect with athletes and craft stories that feel authentic and nuanced.
After graduation, that passion for storytelling led Seman to ESPN’s Next program, an 18-month rotational experience that allowed her to test the waters in different departments. One of her earliest assignments had her cutting highlights for the biggest names at ESPN, including Scott Van Pelt and John Anderson.
“That was a really great experience. I got to dive right into it,” she recalled. However, the more time she spent at ESPN, the more she found herself drawn to long-form storytelling – the kind of in-depth, investigative content that defines projects like “E60” and “30 for 30.” When a position in ESPN Films became available, she applied, interviewed with Kirby, and landed the role.
Since then, Seman has worked closely with some of the industry’s most respected directors and contributes to nearly every aspect of ESPN’s signature documentary series.
“I get to touch every single piece that comes out from ‘30 for 30,’” she said, a responsibility she embraces with gratitude.
Getting to the heart of a story
Last fall, ESPN celebrated the 15th anniversary of the “30 for 30” series with a special retrospective film. For Seman, the project was especially meaningful because she received producer credit for the first time.
Tapped by her supervisor to lead the project, Seman brought her “SportsCenter” and studio experience to a tight production schedule – completing the retrospective in just a few months. The production had an unusually fast turnaround, starting in early summer and wrapping by the end of September, which was far quicker than the typical yearlong timeline for hour-long documentaries.
Despite the compressed schedule, the project, which featured renowned filmmaker Jason Hehir (“The Last Dance”) and comedian Roy Wood Jr., was warmly received by audiences, colleagues and industry insiders.
“Bella’s not afraid to take on roles she’s never done before,” Kirby said. “That kind of courage – learning on the fly, asking the right questions, and going for it – that’s been her consistent hallmark.”
Kirby said Seman’s enthusiasm was obvious from day one. “From the first time that I spoke to her, you just can’t fake that passion for what we do. She had it then, and she’s delivered on it ever since,” he said.
Seman describes the opportunity to produce the anniversary film as a major confidence booster – an affirmation of her place in the industry.
But Seman’s role goes well beyond shaping narratives. She’s also deeply involved in archival research, often spending weeks tracking down elusive footage that can make or break a film.
She remembers one such case during the making of “Bullies of Baltimore,” a documentary about the legendary 2000 Ravens defense. “It took me a month to find (one piece of footage),” she said. “If I hadn’t found that piece, that moment in the film wouldn’t be there.”
She also plays a key role in post-production, ensuring each completed film makes it to air without a hitch. “Once a film is finished, I make sure it gets to master control,” she explains. “If something goes wrong on live air, that’s my fault.”
Seman believes her athletic background gives her a unique lens as a filmmaker. And she’s unafraid to dig into a subject. “I can put myself in the position of the people being interviewed,” she said. “We’re never going to tell a story that doesn’t get to the heart of it. It’s not going to be a PR puff piece.”
Her role at ESPN has placed her at the center of pivotal sports and cultural moments. One of her most memorable assignments was attending WNBA star Brittney Griner’s jersey retirement in Waco, Texas, following the player’s release from a 10-month imprisonment in Russia on drug charges. The international incident drew intense scrutiny across the globe.
Seman said she’s excited to share Griner’s story in an upcoming documentary on ESPN’s platforms. “The project has allowed me to flex my political muscle, as well as my sports muscle,” she explained.
Despite her early career success, Seman has encountered challenges navigating a male-dominated industry. To aspiring women in sports media, she emphasizes the importance of confidence and taking initiative.
“Believe in your voice – advocate for yourself – and the opportunities will follow,” she said.