LeBron James takes a long road home in pensive film from Rimowa

The NBA star weathers setbacks in his quest to keep moving forward

Published On
Jun 25, 2019

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In 2010, NBA star Lebron James left his home state of Ohio and the Cleveland Cavaliers to sign with the Miami Heat. Lifelong fans booed him, burned his jerseys, cursed his name. That season, he led the Heat to victory over the Cavaliers at a game in Cleveland. The crowd spit vitriol every time he got near the ball. But just a few years later, James and the Heat had back-to-back NBA Championships.

This difficult road is laid out in the latest spot in Rimowa’s “Never Still” campaign, a series of short films featuring the personal journeys of athletes, artists and creative professionals. James is on the road, suitcase in hand, far from his family. There’s plenty of time for introspection—and self-doubt.

In 2014, James returned to Cleveland and the Cavaliers, and two years later, he led the team to the first national sports championship for the city in 52 years. All the while, he became more outspoken about issues like police brutality and education, reflected in the film by director Philippe Tempelman with pensive glimpses James makes through the window of his bus.

Like the vision of James in the film, though, the real ball player never stops moving. After Cleveland came Los Angeles, where he is now a forward for the Lakers. The spot doubles as a reminder to fans disappointed by his current, injury-filled season to keep his history in mind before giving into despair.

The campaign from Anomaly is running on social and digital channels, in cinema and out-of-home placements and along popular travel routes like airports in major cities and in-flight entertainment on Air France, British Airways and Cathay Pacific.

Previous spots in the campaign have featured tennis player Roger Federer and Dior Homme Artistic Director Kim Jones.


Jun 25, 2019
Client :
Agency :
Directed by :
Philippe Tempelman
Cinematography by :
Pat Scola
Executive Producer :
Philipp Ramhofer
Producer :
Juliane Geusendam
Executive Producer :
Melissa Culligan
Producer :
Kristin Porter
Editor :
Sam Ostrove
Edit :
Cabin Edit
Music :
Håkan Eriksson

Colorist :
Tom Poole
Color :
Company 3
Sound Design :
Calle Buddee Roos
Sound :
Ponytail Sounds
VFX Supervisor :
Pablo Fernandez
Production Design :
Richard Bridgland
Stylist :
Brennan Rabb
Key Costumer :
Thom Murray
Camera Operator & 2nd Unit Cinematography :
Jake Bianco
Gaffer :
Matt Kubas 

Key Grip :
Eddie Apodaca
1st AC :
Spencer Goodall
1st AD :
Craig Owens
2nd AD :
Jimmy Ramirez
Production Super :
Laura Peszynski
Communication Coordinator :
Amelia Card
Chaperone :
Karina Gonzalez
Assistant Editor :
Nick Deliberto
Editorial Producer :
Michelle Dorsch
VFX Producer :
Pablo Fernandez
VFX Executive Producer :
Erik Holmedal
Online :
Johan Boije
VFX Coordinator :
Jonas From
VFX Artist :
Kristian Zdunek
VFX Artist :
Johan Boije
VFX Artist :
Jon Wesström
VFX Artist :
Juan Saxlund
VFX Artist :
Fadi Najjar
VFX Artist :
Markus Bergqvist
VFX Artist :
Juan Tigreros
VFX Artist :
Lars Wahlman
VFX Artist :
Benjamin Kraft
VFX Artist :
Mattias Josefsson
VFX Artist :
Sebastian Björk
Junior Post Producer :
Filip Zizak
Color Producer :
Alexandra Lubrano
Color Assistant :
Jenny Montgomery
Lab LA :
Lab Europe :
Nina Boriri
Lab Europe :
Focus Film
Executive Creative Director :
Frank Hahn
Creative Director :
Nikolaus Ronacher
Creative Director :
Sebastian Lyman
Executive Producer :
Kerli Teo
Account Director :
Tania Delamotte
Art Producer :
Davor Brkan
Chief Brand Officer :
Hector Muelas
Head of Global Marketing :
Jenny Huang
Head of Global PR :
Samantha Garrett
Global Art & Creative Manager :
Yannis Herion

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