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Nike launched a campaign with the objective of repositioning the overall perception of Kevin Durant. A connection with the youth was established and developed by portraying what Kevin Durant does off the court. The goal is to show how KD’s different inspirations weave into and contributes to his overall game. The campaign expresses the process both on and off the court, shedding light on KD’s off-court experiences. Life goes beyond what you see on the court, and what takes place beyond the game, is what shapes it.

KD plays the game effortlessly, flowing through the court like music across a room. Music has a profound ability to connect and inspire us which creates a seamless transition across culture. The various genres of music influence your mentality, as KD expresses. Different music demands alternative styles. 

This campaign created a series of animated Vines on Nike’s social channels, each devoting a different highlight corresponding with his different style of play.