This campaign shines a different perspective in the racial inequity conversation, highlighting the relevance of play, hard work, and community. All of which are overlooked and under appreciated aspects in the story of Ja Morant.

Play is the focus of this film, or as stated, "the secret behind the bounce." Vignettes of children accessing fun through childhood activities are weaved into a basketball game sequence. Encouraging the viewer that gratitude, levity, and fun and are the simple answers to a game well played.