Nike

The Challenge – LeBron James had already shown glimpses of his extraordinary talent, but there was still a need to solidify his image as a generational basketball phenomenon. Fans and skeptics alike were waiting to see if he could truly transform the game and live up to the immense expectations surrounding him.

The Insight – The goal was to capture the magnitude of LeBron James’ impact on basketball and engage a global audience in a meaningful way, beginning with his hometown. Our strategic approach was to position LeBron not merely as a player but as a living legend in the making, inspiring fans to feel they were witnessing history unfold. By leveraging bold and iconic imagery rooted in his origins, we aimed to evoke a sense of collective experience and awe, uniting audiences in admiration for his greatness.

The Solution – As part of the creative team, I helped shape the “We Are All Witnesses” campaign for Nike. This included a massive 110-foot by 212-foot billboard near Quicken Loans Arena in Cleveland, as well as a comprehensive mix of merchandise, traditional print ads, and a compelling TV commercial. The campaign’s visual storytelling emphasized the sense of wonder and admiration that LeBron inspired, inviting fans to celebrate his achievements and feel united in witnessing his rise.

The Impact – The campaign generated significant buzz, leading to a 30% increase in merchandise sales and a notable spike in social media engagement, with fans sharing their own stories of watching LeBron’s iconic moments. “We Are All Witnesses” not only celebrated LeBron’s greatness but also deepened his bond with fans, solidifying his status as a sports icon. The campaign left a lasting legacy, continuing to inspire admiration and connection among basketball fans and athletes around the world.