Kobe Bryant is the NBA star the Hollywood stars come out to see. When it was announced that the 2011 NBA All-Star Game would be held in Los Angeles, we decided to bring to life Kobe Bryant’s alter ego, The Black Mamba, in a way befitting for the Hollywood star he is.Our goal was to support the new Kobe VI shoes by merging Hollywood and sports in a way only Nike can. we worked closely with director Robert Rodriguez on a short film to dimensionalize the attributes of Kobe’s game that make him the deadliest predator on the hardwood. The film stars such cultural and Hollywood icons as Bruce Willis, Kanye West and Danny Trejo.Much like a major motion picture, we promoted the premiere of the film months in advance via blogs, trailers, cinema lobby posters, print, large-scale OOH, and digital media.

The film premiered globally on Nike digital properties on the opening night of All-Star weekend. Within the first two weeks, the film was cumulatively viewed over 6.8 million times through Nike’s properties and a tactical mix of regional movie theaters, social media, paid digital placements and interactive TV.