Storytelling is key for the LEBRON 12, which draws inspiration from the explosive performance of LeBron’s game. EMEHT worked with the Nike Basketball team to develop 7 individual videos, one for each colorway, paired with a distinct aspect of LeBron’s technique. Wildly imaginative and engaging, our Lebron12 videos have over 500,000 views on Nike’s youtube channel.
Our videos express the inspirations for the LEBRON 12 line in a cohesive, visually stunning way, linking the colorways to LeBrons’ unique traits and passionate performance on the court. Two of our favorites? The Hummingbird colorway (iridescent black/purple) was inspired by LeBron’s on court quickness, and the Heart of a Lion colorway (crimson / white) by his tenacity and passion.
The LEBRON 12 story approach carried through into motion graphics, featuring stats and data visualizations, featured behind the presenters during the launch event.
Directors: John Lee, Jiae Kim
Editor: Ida Rodriguez Joglar
Motion Graphics: John Stanch