W+K New York recently launched a new spot starring Russell Westbrook entitled “Hittin’ Em” as part of its digital campaign for Nike’s Jordan brand, following August’s “Runway” spot with the Oklahoma City Thunder point guard.
The latest effort marks quite the departure from that spot. “Hittin’ Em” features a series of people, including Russell and his brother Ray Westbrook, dancing away to Lil Uzi Vert‘s song “Do What I Want.” And that’s pretty much all there is to the ad promoting the Westbrook 0.2 “lifestyle shoe.”
Directed by Mike Warzin, the spot launched on online and social media outlets last week. It celebrates Westbrook’s talents outside of basketball (apparently he also likes to sing) while providing a simple showcase for the new sneaker. Some fans are also viewing it as (another) subtle dig at former teammate Kevin Durant, who left for the Golden State Warriors after last season, leaving Westbrook to do what he wants. That may be reading too much into things, though, especially considering that Durant is also a Nike athlete.
Credits:
Agency: W+K New York
Executive Creative Directors: Karl Lieberman
Creative Directors: Caleb Jensen, Jimm Lasser
Art Director: Lawrence Melilli
Copywriter: Matt Mulvey
Senior Producer: Orlee Tatarka
Asst. Producer: Alexey Novikov
Head of Integrated Production: Nick Setounski
Strategist: Brandon Thornton
Account Team: Jordan Muse, Liz Lindberg
Media Team: Karlo Cordova, Branden Bouvia, Chad Muratev
Project Manager: Kristin Daly
Business Affairs: Sara Jagielski, Tana Prosper, Lindsey Timko,
Traffic Supervisor: Sonia Bisono
Production Company: Cap Gun Collective
Director: Mike Warzin
Executive Producer: Matt Abramson
Director of Photography: Max Goldman
Line Producer: JD Davidson / Aaron Canto
Editorial Company: Joint Editorial
Editor: Robert Lopuski
Assistant Editor: Thomas Gilson
Post Producer: Stephen Schmidt
Post Executive Producer: Michelle Carmen
VFX Company: Joint
Lead Flame Artists: Victor Melton and Dustin Bailey
Mix Technician: Brett Fuchs
Telecine Company: Co3
Colorist: Sofie Borup
Producer: Clare Movshon