In 2023, we had the opportunity to build a campaign around the long awaited return of the Kobe brand. The brief was simple but challenging: Introduce the first posthumous sneaker of the iconic Kobe shoe line and inspire the next generation to channel their inner Mamba Mentality.

The product photography and teaser laddered up to this final commercial spot, a short art film which unfortunately never saw the light. In it, we aimed to renew Kobe’s legacy through the warm familiarity of a childhood competition with a  reintroduction to the “Kobe!” we all used to yell out after every turnaround jumper.