Client ︎︎︎ Nike

“For some reason, whenever those moments came at the end of games, close games, big shots needed to be made, it’s like you just zone out. The crowd’s not there. “ THE REDEEM TEAM



The idea of “Only basketball” is about determination and being focsed. It is a strong and direct way to express the players' mindset during the games. They only see the basketball and players and nothing there. A pure, focused void, with Jing Ying iconic local players head to head balling hard with their inner narrative, featuring some signature Jing Ying moments, the pure love of the game, unstoppable.

We employ a black background as the backdrop to create a sense of dimensions and depth. It's almost like the virtual world that’s on their minds, nothing but the game. The black background also enables the movement of the players to stand out. Since this is a conceptual field, it allows us to have more dramatic lighting effects. It leads the eyes of the audience to the emotions of the video.