LeBron James Together with Nike
Nike is running “Together”, a two-minute commercial time to coincide with start of the NBA basketball team’s first game of the season, and the launch of the Nike LeBron 12 “Heart of a Lion” range. The emotionally charged black and white film portrays Cleveland citizens joining LeBron James and his teammates as they huddle before the Cavaliers’ opening night tip-off. Cameo appearances include LeBron’s mother, Gloria Marie James, high school coach Dru Joyce, teammates Kyrie Irving, Dion Waters, Anderson Varejao, Shawn Marion, Tristan Thompson, Matthew Dellavedova and Joe Harris, and kids from the LeBron James Family Foundation.
Nike also unveiled a 10-story, 25,000-square-foot installation on nearby Ontario Street and ran newspaper ads to support the campaign. The banner welcoming James back to Cleveland was gradually unveiled over more than nine hours, with the full image revealed pre-game. In the banner, James literally represents Cleveland on his back.
The LeBron James Together campaign was developed at Wieden+Kennedy Portland by global creative directors Alberto Ponte, Ryan O’Rourke, interactive director Dan Viens, copywriter Jordan Dinwiddie, senior art director Jason Campbell, art director Emma Barnett, agency executive producer Matt Hunnicutt, agency producer Chris Capretto, head of production Ben Grylewicz, executive creative directors Joe Staples, Mark Fitzloff, account management team Jordan Muse, Katie Gurgainus, Ricardo Hieber, interactive producer Keith Rice, senior interactive producer Ben Oh, director of interactive production Patrick Marzullo, business affairs manager Laura Caldwell.
Filming was shot by the The Malloys via HSI with executive producer Rebecca Skinner, managing director Michelle Ross, head of production Doron Kauper, line producer Line Postmyr, director of photography Adam Kimmel, sports coordinator Antoine Stoudamire.
Editor was Robert Duffy at Spot Welders with assistant editor Sophie Kornberg, post executive producer Carolina Sanborn.
Visual effects were produced at The Mill by VFX creative director John Leonti, VFX executive producer Sue Troyan, VFX producer Jordan Sharon, VFX supervisors John Shirley, colorist Adam Scott.