Creativity

Samsung: LeBron's Day

A basketball superstar and his Samsung.

Published on Nov 01, 2012

Editor's Pick

Even if you are not exactly the biggest fan of LeBron James, you might end up being, after seeing this video for Samsung starring the basketball player. Created by 72andSunny, the YouTube spot imitates a day in the life for James. It was launched during the NBA season opener between the Miami Heat and Boston Celtics earlier this week, and shows the player preparing for the big game, with his Samsung device in hand, of course.

The 90-second film is part of a larger, documentary style "slice of life" campaign out of 72andSunny. Another spot, "I Promise," which is a tribute to the kids of the LeBron James Family Foundation, also premiered the same night as LeBron's Day. Shorter cuts of the "Day" film have also been created. Mark Romanek at Anonymous directed the films, which have an easygoing, loveable feel to them.

The ad was filmed a week before the game, but tries to stick as close to what might actually happen on that day. Read more about it in behind the work.

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About

Credits

Date
Nov 01, 2012
Agency:
72andSunny
Client:
Samsung
ECD:
John Boiler
ECD:
Jason Norcross
ECD:
Frank Hahn
Writer:
Patrick Maravilla
Design:
Brandt Lewis
Writer:
Jack Jensen
Director of Film Production:
Sam Baerwald
Senior Film Producer:
Nicole Haase
Prod. Co.:
Anonymous Content
Director:
Mark Romanek
Senior Executive Producer:
Eric Stern
EP:
SueEllen Clair
Producer:
Aris McGary
DOP:
Jody Lee Lipes
Editorial:
Arcade Edit
Editors:
Paul Martinez
Editors:
Christjian Jordan
Editors:
Andrew Leggett
Managing Partner:
Damian Stevens
EP:
Nicole Visram
Producer:
Amburr Farls
VFX:
The Mission

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