This project was weird. My partner was working from Boston and I was working from Manila—the Manila in the Philippines—12 time zones away. We were only going to have LeBron for four hours and the client wanted to get 25 videos. Plus, we were going to shoot in a week. Maybe two weeks. It depended what 'Bron's people said.
To solve for those crazy constraints, we slept sparingly. We skyped. We wrote scripts. We threw scripts away. In fact, we threw all the scripts away. We got on set with the most expensive talent in the world and we hadn't so much as written a line. It was all improv, based on simple scenarios we thought they'd riff on.
The results? Lebron was great. We made a lot of spots. And got a lot of impressions (110,000,000 the first day) The campaign got some sweet write ups (here, here and here). We won a Hatch Award. And we were a finalist over at DigiDay.
But most importantly we were mentioned on ESPN, The Worldwide Leader In Sports.