The One Show
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Category
Television & VOD / 31-60 Seconds - Single
Annual ID
OS23_FI057M
About the Work
For the holiday season, Beats wanted to capture the spirit of family with the father-son duo of LeBron (Beats' longest partner) and Bronny James (Beats' newest NIL athlete) and show them in a more personal, never-before-seen light. "Fatherhood" shows a more emotional side of their relationship, seen through the lens of LeBron, as he reminisces on his journey as a dad, as Bronny turns 18. As we explored the story, we were mindful of the fact that Black fatherhood has seldom been celebrated in society at large so when we decided to tell the story of LeBron and Bronny, we needed our film to not only tell LeBron's story and how he lived his truth as a father, but also serve as an ode to Black fatherhood. As far as our story went, we needed to capture the sheer uncertainty that lingered within LeBron – a man who is often regarded as superhuman. LeBron didn't grow up with a father, and therefore, his insecurities around being a father stemmed from the fact that he didn't grow up with his own.
During the development of the film, we received a treasure trove of footage and photographs of LeBron and Bronny over the years, from LeBron's wife Savannah James. This was footage that the world had never seen before, and as LeBron gave us his unfiltered narration, it was the perfect vehicle to create something that felt raw, imperfect and human. Along with the footage from the archives, we also wanted to highlight LeBron and Bronny's personal handshake that they share, giving us an inside peek at basketball's most high profile father-son duo.
A new track from Grammy-nominated artist Leon Thomas brought a soulful depth to the film, with the artist penning bespoke lyrics for us. We also tapped into the James family's heritage with Beats, so amongst our footage we included an iconic image of young Bronny in old-school Beats headphones, a nod to LeBron's legacy with the brand. The film sparked incredible reactions from our audience, receiving nearly 10M views and over 200M+ impressions, and touched the hearts of countless fathers who've experienced the same journey with their own children.
During the development of the film, we received a treasure trove of footage and photographs of LeBron and Bronny over the years, from LeBron's wife Savannah James. This was footage that the world had never seen before, and as LeBron gave us his unfiltered narration, it was the perfect vehicle to create something that felt raw, imperfect and human. Along with the footage from the archives, we also wanted to highlight LeBron and Bronny's personal handshake that they share, giving us an inside peek at basketball's most high profile father-son duo.
A new track from Grammy-nominated artist Leon Thomas brought a soulful depth to the film, with the artist penning bespoke lyrics for us. We also tapped into the James family's heritage with Beats, so amongst our footage we included an iconic image of young Bronny in old-school Beats headphones, a nod to LeBron's legacy with the brand. The film sparked incredible reactions from our audience, receiving nearly 10M views and over 200M+ impressions, and touched the hearts of countless fathers who've experienced the same journey with their own children.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Translation / Brooklyn
Client / Brand
Beats by Dre / Culver City
Art Director
Kevin Lu
Chief Creative Officer
Jason Campbell
Chief Marketing Officer
Chaucer Barnes
Chief Strategy Officer
Sandi Preston
Content Creator
Micole Guevara
Copywriter
Karan Raikar
Executive Producer of Social & New Media
Alice Cottle
Group Data Strategy Director
Deb Welch
Senior Strategist
Hezekiah McCaskill
Social Art Director
Eva Delacruz
Social Copywriter
Duane Harris
Account Director
Chloe Williams
Account Executive
Jordyn Diato
Account Supervisor
McKenzie Cooper
Associate Account Executive
Morgan Lee
Associate Producer
Ashley Pineda
Business Affairs Manager
Paul Rodarte
Community Manager
Ish Islam
Context Planner
Sam Canti
Director of Business Affairs
Librado Sanchez
Director of Context Planning
Quinn Frehner
Director of Data Strategy
Rob Hiter
Director of Project Management
Matt DeSimone
Executive Director of Engagement Planning
Joel Rodriguez
Executive Group Account Director
Alyssa Ramsey
Founder & Chief Executive Officer
Steve Stoute
Group Creative Lead
Aryan Aminzadeh
Castro Desroches
Head of Client Services
Susanna Swartley
Head of Production
Alison Hill
Junior Context Planner
Kiara Navarro
Junior Project Manager
Giovanna Lambroia
President
Ann Wool
Senior Project Manager
LaToya Newton
Sadie Langemo
Social Content Director
Jonathan Fouabi
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