How can we create a campaign to support the release of Russell Westbrook’s 3rd signature shoe, while also launching the newly accompanying apparel line - in a way that is true to both the superstar and the specific consumers the product was made for?

THE HERO FILM:60 Film that told the overallcampaign narrative.


Photo: Jamal Burger


A campaign based on Westbrook’s life and widely known Why Not!? mindset, a philosophy that underscores maintaining a positive attitude no matter the adversity you face - as well as the name of his foundation - started to empower and inspire youth in underprivileged communities around the world through that same mindset. Featuring a combination of his friends, family and real people - all from the same South Central neighborhood Westbrook grew up in - and shot on location in that same neighborhood.

FAMILY & FRIENDSLongform content film featuring Russell Westbrook, hisfamily and friends sharing real life stories and theirconnection to the WHY NOT? Mindset


After initially concepting we worked closely with Russell Westbrook himself to further refine the details of the campaign to ensure it was most authentic to him. We then cast real people from his actual childhood neighborhood, as well as close friends and family and then shot on location in that same neighborhood to ensure the story was as raw and real as it could be.

“A radically authentic
marketing effort that is
more than a campaign…”

REGAN ALIYAHLongform content film featuring the rapper,spoken word artist, performing an extendedversion of the spoken word piece performedin the hero film.

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PHOTOS: Jamal Burger

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Responses across social media were extremely powerful and landed with the audience exactly as they were intended to.

Russell himself shared multiple assets on his own channel, supporting the campaign and showing pride for the message it expressed to the world.

“ …but rather a powerful
message to inspire and
empower youth.”
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