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A new category message and visual system grounded in honest insights that celebrates individuality, inclusion and limitless potential, on and off the court. This new positioning was solidified through a phased digital and broadcast campaign launch, with athlete insight driven storytelling and visuals that get on a face-to-face level with the consumer.

FREE TO CREATE is a mindstate that shapes your world on and off the court. The moment when your  individual creativity allows you to perform on instinct.

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Through a rollout of stills, video and comms strategy we worked to represent adidas Basketball’s perspective on the game and the culture. The sport isn’t just played in the biggest arenas, or by the top athletes - it’s played by anyone with a ball and a hoop. 

With that said, what does free to create look like? It’s the family in Nebraska playing on the side of their barn, kids in China playing via a FPV drone, a father teaching his daughter in Oakland, all demonstrating what “Free to Create” looks like in our world today. 

James Harden’s Free to Create brand film highlights his journey of self-discovery and limitless potential while inspiring our limitless creators to search for their own creative freedom. 

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FREE TO CREATE: THE ADIDAS BASKETBALL FAMILY

The Free to Create mantra was further contextualized by the adidas Basketball roster, with each film further exploring the psyche of the limitless creator.

CREATIVE STRATEGY / CONCEPTING / CREATIVE DIRECTION / FILM PRODUCTION
 
September 2019

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UNLOCKING UNLIMITED POTENTIAL FOR ADIDAS BASKETBALL

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With millions streaming basketball leading up to the NBA Playoffs, we created a unique delivery moment, elevating the at-home viewing experience.

The Popeyes Most Dunkable Meal, a limited time exclusive to Uber Eats, was launched by the league’s two biggest rising stars, and best dunkers, Ja Morant and Anthony Edwards. Equipped with a custom sauce hoop, the meal brought the joy of dunking directly to your home.


Fans couldn’t get enough of the viral-worthy talent mash-up, heightening the existing excitement of Ja and Ant playing against each other in round one of the NBA Playoffs.

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The meal boasted an unprecedented number of Popeyes signature sauces with a tender for each. Select cities also included a mini-sauce-holding-hoop to dunk them in. And as an ode to the dunk contest, the Most Dunkable Meal was 50% off during the campaign window.

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To tease the meal, we assembled a pre-game look that was worn by our stars as they entered the arena on gameday. The looks were shared across social by @leaguefits – the game’s authority on tunnel walk fashion.

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To drive PR and awareness we sent influencers and basketball fans the full meal, the mini-sauce-holding-hoop, and in case things got too saucy, a bib.

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ART DIRECTION / BRAND STRATEGY / CONTENT CREATION / CREATIVE CONCEPT / CREATIVE DIRECTION / DESIGN / PARTNER MANAGEMENT / PRODUCTION / PROJECT MANAGEMENT / SOCIAL ACTIVATION / TALENT MANAGEMENT


Director of Photography: Allison Anderson

JA MORANT AND ANTHONY EDWARDS TEACH THE ART OF THE DUNK

Kamp Grizzly is an independent agency creating meaningful connections between the world’s best brands & the cultures they participate in.