Sportsmen and women take their sport very seriously. In fact, most competitions are seen as a 'life or death' situation where one either wins or loses. To become the best, one needs to overcome many obstacles. Similarly, HIV/AIDS is an opponent that has the ability to defeat. In order for our audience to truly understand Nike's message that 'Life is not a game', we had to demonstrate the effects of HIV/AIDS by driving the message home in the hardest possible way.