lebron sixrich + standard banners
Nike Basketball designs shoes for the big name players in the NBA. Michael Jordan, Kobe Bryant and Lebron James all have their own line of shoes from Nike that ultimately fit their play style.
Lebron James had a sixth iteration coming out. Wieden + Kennedy was charged with creating a campaign that would highlight the shoe and inspire interest. We were intrigued by Lebron's pregame ritual of throwing chalk. We took that idea and ran with it.
As the digital liaison I worked with Taylor Twist and Caleb Jensen to bring the TV and print to the digital landscape. My concept was to take the idea of chalk throwing and translate it digitally. We invited users to throw chalk to reveal the shoe behind a veil of black.
What made the digital portion of this project really sing was creating the chalk splatter. Unfortunately any kind of chalk physics generated by Adobe Flash were lackluster at best. I drew the pattern out using a bevy of brushes in Photoshop. The end result made for a better interactive experience rather than just watching the TV spot in a banner.
We were intrigued by Lebron's pregame ritual of throwing chalk. We took that idea and ran with it.
While it seemed insignificant, the banners were the first of many to really show that Wieden + Kennedy could think in the digital space. Nike Basketball invested more and more in our ability to create digital concepts even if we didn't execute them.