Brandblack, the recently-launched “futurist performance sports brand” from David Raysse and Creative Director Billy Dill, teamed up with the L.A. Clippers’ “Sixth Man of the Year” Jamal Crawford and RSA Films, the production company founded by director Ridley Scott and Tony Scott, for a new campaign highlighting their high performance basketball sneaker, J.Crossover.
The global campaign, named “FUTURELEGENDS” after the opening track on David Bowie’s 1974 album Diamond Dogs, centers around a 60 second spot of the same name. Directed by Antony Crook, the spot puts viewers in Crawford’s perspective in an examination of the “insightful and reflective approach he takes to each and every game.” Other heavy hitters tapped to collaborate on the project include creative director Glenn Kitson, executive producer Arrow Kruse, and director of photography Trent Opaloch (District 9, Elysium, Captain America: Winter Soldier). The copywriting doesn’t quite live up to the production side of thing, with a somewhat predictable voiceover about being the ice “when they bring the fire” and finding order in the chaos. But it sure does look nice.