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Kobe Bryant's Retirement // Nike

Most people in the Unites States would say Kobe Bryant is an asshole. I mean come on, he drove Shaq away from the Lakers. How can anyone hate on Shaq? In China though, he can literally do no wrong. They view Kobe as a god. But Kobe didn't want to be seen as a god. He wanted to be celebrated as a villain. So in 2016, when Kobe announced his retirement, we wrote and produced a spot letting Chinese kids know why they should hate Kobe. And more importantly that they should use this hate as fuel to become something greater.

Project Roles
Copywriter
Company
Wieden+Kennedy
Skills
Copywriting
Media
Commercials - Video
Project Industries
Advertising, Sports
Collaborators