Nike

POKE THE BEAR

A particularly talented and competitive basketball player dedicated his off-season to getting better. Maybe others were kicking back; he was in the gym and on the court, preparing for battle–and he wanted everyone to know it. The only issue: he was too busy for a shoot. So we used all our wiles, plus some self-shot footage from the athlete himself, to create an anthem to his passion. We made this work in collaboration with Blue Chalk, the wonderful folks at Nike and, of course, Idris Elba, who provides the powerful VO. “Did it work?” you ask. Well, have you ever heard of Lebron James?

“That is sick.”

– Idris