Nike Just Made This Remarkable Farewell For Kobe Bryant

Love him or hate him, Kobe Bryant is a legend.

In China, they mostly love him—he’s made a concerted effort, with Nike, to reach out to his Chinese fans over the past decade. And the Chinese have responded with adulation all but unmatched for American sports stars.

Now, with Bryant’s last game fast approaching, Nike and Wieden + Kennedy Shanghai have created a stirring 60-second tribute commercial. And it’s all about that love—which Bryant says might actually be a bit misguided.

“Kobe has an intimate relationship with the Chinese ballers, so he knows exactly how to teach and motivate them,” says Terence Leong, creative director of W+K Shanghai. “Together with Nike China and Kobe, our team crafted the script and made sure the film was just as provocative as the man himself. It was an intense and uncompromising process because Kobe was just as demanding on the creative team as he was on the Lakers.”

W+K creative director Azsa West adds: “[Kobe] chose to focus on becoming a legend rather than being a hero. When it comes to winning, Kobe is willing to push himself to risk everything. Because standing back and doing nothing, that’s real failure. This philosophy is very Nike ‘Just do it,’ and Kobe is the perfect person to deliver this spirit of Nike.”

CREDITS
Client: Nike
Campaign: “Kobe Last Season”
Spot: “Don’t Love Me, Hate Me”
Launch Date: 7 April 2016

Agency: Wieden + Kennedy Shanghai | Executive Creative Director: Yang Yeo | Creative Directors: Terence Leong, Azsa West
Copywriters: Nick Finney, Wei Liu | Senior Art Director: Shaun Sundholm | Senior Designers: Patrick Rockwell, Will Dai
Integrated Production Director: Angie Wong | Assistant Producers: Yuan Fang, Jiji Hu | Offline Editor: Hiro Ikematsu
Business Director: Dino Xu | Associate Account Director: Jim Zhou | Account Executive: Shawn Kai | Senior Planner: Paula Bloodworth
Digital Strategist: Bill Tang | Project Manager: Nicole Bee | Business Affairs: Jessica Deng, Kathy Zhan

Production Companies: Elastic TV; Lunar Films | Director: Biff Butler | Line Producer: Kelly Christensen
Director of Photography: Rachel Morrison | Executive Producer (Elastic): Belinda Blacklock | Managing Director (Elastic): Jennifer Sofio Hall
Executive Producer (Lunar): Ken Yap | Post Producer (Lunar): Jeff Tannebring

Editing: Rock Paper Scissors | Editors: Biff Butler, Alyssa Oh | Post Producer: Christopher Noviello
Executive Producers: Angela Dorian, Linda Carlson

Postproduction: a52 | 2-D Visual Effects Artists: Michael Vaglienty, Adam Flynn
Smoke Artist: Chris Riley | Conform: Gabe Sanchez | Rotoscope Artists: Tiffany German, Cathy Shaw, Robert Shaw
Colorist: Paul Yacono | Design: Pete Sickbert-Bennett | 2-D, 3-D Animation: David Do, Steven Do, Claudia De Leon, Sam Cividanis
Senior Color Producer: Jenny Bright | Producer: Drew Rissman | Head of Production: Kim Christensen
Deputy Head of Production: Carol Salek | Executive Producer: Patrick Nugent

Original Music, Sound Design, Mix: Lime Studios | Original Music: Andy Huckvale
Mixer: Zac Fisher | Assistant Mixer: Kevin McAlpine | Executive Producer: Susie Boyajan

Source: Adweek

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