Jordan Brand pays tribute to Russell Westbrook's milestone season with a spot and online video to commemorate Westbrook breaking Oscar Robertson’s single-season triple-double record. Featuring Stevie Wonder’s 1974 hit “Higher Ground,” the spot combines archival footage of the Big O with game and behind-the-scenes footage of Westbrook, concluding with the Thunder guard’s signature provocation: Why Not?

In addition to connecting historical footage from the NBA of Oscar Robertson and designing natural connections and moments that connected to current footage of Russell Westbrook, we also designed moments where basketball culture, specifically around Russell Westbrook could add to the story. From clips of fans emulating Russell, to ‘deal with it’ memes and a final dab from his brother to close out the film, there were a number of ‘easter eggs’ in this film to reward basketball fans.

Few Athletes embody the higher standard of greatness more than Russell Westbrook, and few records in Sport demonstrate more complete dominance than the triple-double in the NBA. Oscar Robertson’s record was long held to be untouchable, yet throughout the season, as his tally rose, Westbrook’s Why Not provocation became more and more part of the basketball conversation as fans began to ask if this was finally the year. With heightened anticipation, Westbrook broke the record on the last week of the season in front of a nationally-televised audience, with our Why Not film releasing across broadcast and digital in the first commercial block.