Nike - LEBRON XIX
Creative Director
Not every athlete uses their platform to lift others up. For the launch of the LeBron XIX, we were tasked with highlighting the space-making aspect of James in parallel with the performance aspect of the new shoe.
LeBron James makes a massive impact the moment he steps onto the court, and he does so with force. He needs a shoe that can keep up with the physics-bending way that he plays. For the campaign, we wanted to draw a parallel with the impact James makes on the court to the one he makes off—in this case the efforts James makes to lift others up in his hometown of Akron, Ohio.
First up was an open letter to James’ fans. From the voice of James himself, we wrote about the moments in his life where space was made for him by others and how it allowed him room to get to where he is today—and how he pays it forward by doing the same.
Next up was creating an audio/visual experience featuring three heavy-hitting heroes highlighting how huge an effect James has had on their respective paths.
We photographed each person and recorded an interview to pair with their portraits. A visual collage with quotes over photography deepened the story and finished the picture of James as a maker of space for others.
