Nike Mamba Day
For a brief moment, we can be like them. Athletes. The great ones. And I don’t mean the brand marketing rhetoric of defying gravity or jumping higher. I mean defying mortality. Pushing and tearing down space. Stopping time.
Kobe is mythical. His legacy will live on forever in our hearts, in the way we kick our leg out when we take a contested mid range jumper, when we set our alarm clocks to some ungodly hour, when we throw away a piece of trash, when we believe anything is possible with an unrelenting commitment to the grind.
I will be forever grateful that I worked on this campaign to commemorate his retirement from the league, which now feels like a fitting tribute and goodbye to one of my favorite athletes of all time.
We started with the core insight that’s been at the heart of every Kobe Bryant discussion since he was drafted: some people love him (Los Angelenos, Asian dudes everywhere), some hated him (Salty Blazer fans, lol Game 7), but everyone respected him.
So we used this polarizing tension to make up a holiday to commemorate how everyone felt about Kobe and convinced the entire internet to go along with it.
- Project Roles
- Nike Basketball
- Creative Direction
- Commercials - Video, Installations, Social Media Content