PRETTYBIRD, Culver city / REEBOK / 2019
Basketball is a huge part of life in America, and we used that to change the narrative from the typical sports ad and turning it on its head.
This piece was a license. It was important to find something before the shoot that felt hypnotic but also had a beat. It had to be something that put you in a trance and memorize you but the beat was key for the dance portion. It needed to be the antithesis of a sports commercial for the re-imagining of the Reebok brand.