Ahead of LeBron James' Lakers debut, Nike recounts his storied history

He didn't guarantee any championships, but look how that played out

Published On
Oct 24, 2018

Editor's Pick

Just before LeBron James made his debut with the L.A. Lakers, Nike dropped this ad recounting the NBA champ's storied career.

The video begins with a 2003 interview featuring James, after the Cleveland Cavaliers landed the then-NBA Draft Lottery top pick. When asked by a reporter how much pressure he felt in his new role, “There’s no pressure,” he answered. “There’s no pressure at all. I’ve been getting pressure since I was ten years old. I’m doing something that I love to do.”

I’m not going to guarantee no championship, I’ll tell you that," he asserts. But the ad then cuts in scenes revealing how that declaration played out: back-to-back championships with the Miami Heat, and then, the first-ever title for the Cavaliers in 2017 following James’ return to his original team.

The film then goes on to document James’ increasing influence in culture--not just in sports but also as an activist and business leader--while setting the stage for his next story with the L.A. Lakers. Featuring the late Aretha Franklin's "People Get Ready," it ends with the tagline of Nike’s continuing campaign: “It’s only crazy until you do it.”

Credits

Date
Oct 24, 2018
Agency:
Wieden & Kennedy-Portland
Executive Creative Director:
Eric Baldwin
Executive Creative Director:
Jason Bagley
Creative Director:
Ryan O’Rourke
Creative Director:
Alberto Ponte
Copywriter:
Kevin Steele
Art Director:
Aramis Israel
Head of Production:
Matt Hunnicutt
Head of Production:
Mike Davidson
Executive Producer:
Jake Grand
Executive Producer:
Krystle Mortimore
Broadcast Producer:
Alexei Vanmourik
Broadcast Producer:
Jennie Lindstrom
Art Producer:
Krystle Mortimore
Design Manager:
Alicia Kuna
Design Manager:
Brian Troyer
Retoucher:
Frazer Goodbody
Retoucher:
Saskia Thomson
Print Producer:
Denise Hanggi
Studio Designer:
Rob Mumford
Studio Designer:
Cathy Ormerod
Studio Designer:
Edgar Morales
Studio Designer:
Mitch Wilson
Motion Graphics:
Adele Major
Motion Graphics:
Adam Sirkin
Motion Graphics:
Oliver Rokoff
Account Services:
Andre Gustavo
Account Services:
Erik Wade
Media:
Daniel Sheniak
Media:
Reme DeBisschop
Media:
Ryan Craven
Media:
Anthony Holton
Creative Manager:
John Radaza
Business Affairs:
Maureen Doyle
Editorial Company:
SpotWelders
Managing Director/EP:
Carolina Pedilla
Editor:
Robert Duffy
Assistant Editor:
JC Nunez
Credit Type
VFX Company:
Joint
Lead Flame:
David Jahns
Flame Artist:
Raphael Mosley
Flame Artist:
Kevin Alfoldy
Finish Executive Producer:
Alex Thiesen
Sound Design Company:
Lime Studios
Sound Designer:
Rohan Young
Asst. Mix :
Ben Tomastik
Producer:
Kayla Phungglan
Sound Design Executive Producer:
Susie Boyajan
Mixer:
Rohan Young
Executive Producer:
Susie Boyajan
Color Grade:
Company 3
Color Executive Producer:
Ashley McKim
Color Producer:
Matt Moran
Colorist:
Siggy Ferstil

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Industry
Project Type