Client: Nike Basketball / Nike Global Brand Creative
Agency: Must Be Something
Voiceover: Idris Elba
Format: Broadcast TV Spot
Partnering with Jed and Andrew at Must Be Something is my favorite. I've never had a Creative Director empower folks the way that Jed does. Our mission was to create an NBA season opener TV spot with Nike Basketball and LeBron James. MBS set me free to do my thing, which involved deep, deep dives sourcing found footage and fully immersing myself into giving life to a great idea.
We turned LeBron's self-shot, battle-ready footage into a cinematic collision of raw and analog imagery, built to make some noise on NBA opening night. Cherry on top? LBJ enlisted his pal Idris to do the voiceover.