With ratings down in the NFL season this year, perhaps it’s time for other sports to charge ahead. If Nike has anything to do with it, this NBA season will be one to watch, with signature athlete LeBron James and his Cleveland Cavaliers defending their title after a miraculous run in last year’s finals.
Nike Basketball is celebrating the stories of NBA players, including James, who narrates the company’s NBA launch film, “Come Out of Nowhere.” The film, done by Wieden+Kennedy Portland under creative directors Alberto Ponte and Ryan O’Rourke, starts by showing kids playing hoops on an outdoor court in black and white, with James saying “you’re not supposed to be here. You’re not supposed to get out of your neighborhood.” It goes on to show these outsider players, including foreign ballers, girls who can shoot the lights out, and little kids taking on the tall guys. “You’re not supposed to be here, yet, here you are,” says James as he hears parallels to his own career and that of the Cavaliers.
It’s the anticipatory nature of the spot, a ‘what will happen next?’ that propels it forward. The talent these young players have makes us ask who the next LeBron will be. Nike Basketball is celebrating both the young guns, and the established players who continually change the game.
“Come Out of Nowhere” will run in a multi-channel media flight including on TNT, ESPN, Snapchat, YouTube, Facebook, Instagram, Twitter and NBA2K.
To go along with the campaign, Nike is set to celebrate the individuality of players across the league with high-impact out of home ads in Cleveland (LeBron James, Kyrie Irving), Oakland/SF (Kevin Durant), Indianapolis (Paul George), Boston (Isaiah Thomas), Toronto (DeMar Derozan), Los Angeles (D'Angelo Russell, Julius Randle, Jordan Clarkson) and Chicago (Anthony Davis’s hometown).
The campaign will be featured over the first two weeks of the NBA season.
Project name: Come Out of Nowhere
Global Creative Directors: Alberto Ponte, Ryan O’Rourke
Interactive Director: Dan Viens
Copywriter: Jordan Dinwiddie
Art Director: Jacob Weinstein, Emma Barnett
Integrated Production Director: Matt Hunnicutt
Senior Integrated Producer: Molly Tait Tanen
Agency Production Assistant: Emily Knight
Digital Producer: Keith Rice
Art Production: Amy Berriochoa, Krystle Mortimore
Project Management: Emily Norman
Studio Design Manager: Simone Takasaki
Studio Designer: Edgar Morales
Retoucher: Greg Radich, Frazer Goodbody
Motion Production/Design: Jeff Ackley
Strategic Planning: Andy Lindblade, Nathan Goldberg, Reid Schilperoort
Media/Comms Planning: Danny Sheniak, John Furnari, Brian Goldstein, Anthony Holton
Account Team: Chris Willingham, Katie Gurgainus, Eric Watkins, Simone Jackson
Senior Business Affairs Manager: Laura Caldwell
Broadcast Traffic: Stefanie Goodell, Andrea Sierra
Production Company: Anonymous Content
Director: Mark Romanek
Executive Producer: SueEllen Clair
Line Producer: Bridgette Pugh, Tom Martin
Director of Photography: Adam Arkapaw
Production Designer: Jeff Higinbotham
Editorial Company: Spot Welders
Editor: Robert Duffy
Assistant Editor: Sophie Kornberg
Post Producer: Lisa English
Executive Post Producer: Carolina Sanborn
VFX Company: The Mill
2D Lead Artist: John Shirley
2D Artists: James Allen, Adam Lambert, Kelsey Napier
Senior VFX Producer: Enca Kaul
VFX Producer: Anastasia von Raul
VFX Supervisor: John Shirley
Company: Company 3
Colorist: Stefan Sonnenfeld
Color Producer: Ashley McKim
Producer(s): Rick Rubin, Jonathan Sanford at Human
Composer: John Christopher Barnes-Human; Jason Lader for Rick Rubin
Sound Designer: Matt Miller, Lime Studios
Song: "Here You Are"
Music/Sound/Mix Company: Licensed track from HUMAN Worldwide; Produced by Rick Rubin
Audio Mixer: Matt Miller
Executive Producer: Susie Boyajan