What will happen if you take the most recognizable brand icon and the hottest brand in basketball and put them together on the same team? #FLOBRON

Like many productions, this one had its own set of constraints from requiring capturing enough content for about 25 videos to securing only 4 hours to shoot with Lebron at Saint Vincent-Saint Mary—his high school alma mater. The schedule was nuts, and on top of that, my partner was 12 time zones away in the Phillipines. So, we skyped. We wrote scripts. We threw scripts away. In fact, we threw away all the scripts. We did it all improvised based on simple scenarios we came up with.

The results? Lebron was great. He was so into it. And we made a lot of spots. They got a lot of impressions (110,000,000 the first day). We also received a DigiDay nomination and more importantly the campaign was mentioned on ESPN.