We wanted to create a piece of social content that allowed Jordan Brand to turn the energy of it’s marquee athlete into engagement with the brand. To do that our team combined exciting visuals with an equally provocative music anthem. Lil Uzi Vert’s (a hip hop talent who recently exploded on the scene) “Now I Do What I Want” was the perfect hype song to celebrate the start of the Russ era in OKC, and was a song that fans knew Russ loved, having seen him sing along to it in a video he posted to Instagram shortly after his teammate left three months prior. The inclusion of an array of OKC supporters in the spot symbolized the support for Russ in the OKC community, and their unwavering loyalty to the star who stayed. The video mirrored Russell’s attitude of confidence and optimism, and was a bold statement that connected