LeBrons James’s return to Cleveland was about more than basketball. To honor his return home Nike launched “Together,” a two-minute film reminiscent of vintage Time Life and Robert Frank documentary photography. The film captured the energy of 500 Cleveland locals and delivered a timely message of working hard with your community for a new day.

One of our goals on this project was to capture the city of Cleveland in the most authentic light possible. This meant actually shooting in Cleveland and actually shooting in the Quicken Loans instead of recreating it in LA. We had a much shorter timeline. We were able to move the production to Cleveland but we were unable to secure The Q. We were allowed to shoot on the court at Cleveland State University, which we dressed to look exactly like the Q. When casting, we searched for Cleveland locals that were genuine Cleveland sports fans We shot both film and digital to bring out the sincerity of each scene, making sure that the look and format was true our historical documentary photography references. Making sure that the look and format was true to the historical photography reference.

On the day of its reveal, the wall became a living, breathing news story that was more than just a static image on a wall.

The power of the wall was ignited on the day of LeBron’s return but would continue to serve as a rallying cry throughout the entire season.

ESPN, ABC and TNT have featured the wall countless times during nationally broadcasted Cavaliers games, generating a huge amount of earned media and attention.