Nike has launched “Rise”, a commercial featuring NBA basketballer LeBron James as he reflects on his decision to move from the Cleveland Cavaliers to the Miami Heat. LeBron sits in a studio that mimics his July announcement, “The Decision”, asking the question, “What should I do? Should I admit that I’ve made mistakes?” Nike says this isn’t about what LeBron James has done, or hasn’t done. This is about the difference between the expectations others may have of him versus the expectations he has of himself. What should he do? The answer is a question.
Click on the image below to play the video in YouTube (HD)
The Rise ad was developed at Wieden+Kennedy Portland by creative directors Ryan O’Rourke and Alberto Ponte, creatives Caleb Jensen and Taylor Twist, agency producer Erika Madison.
Filming was shot by director Stacy Wall via Imperial Woodpecker with producer Dina Oberley with director of photography Salvatore Totino. Post production was done at Public Visual Effects. Editor was Robert Duffy at Spot Welders. Music was produced by Stimmüng.