The One Show
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Category
Original Music / Song
Annual ID
OS23_MS010S
About the Work
Nike was looking for an iconic song and sound for their celebration of Lebron's historic night on Feb 7th, 2023 when he broke the NBA all-time scoring record. The idea behind the film was to embrace a moment that everyone was there to witness, to lift the viewer out of their seat and praise Lebron James for his amazing accomplishment. The juxtaposition with our original song was unexpected, using the sound of a church band, a pastor, the choir, and the churchgoers. Nike wanted it to feel as if this sermon/song was plucked out from an old video recording - a special moment.
It was a fast moving music project. We were brought on by the Wieden + Kennedy team with under a week before Lebron was expected to break the record. We accomplished this by bringing in several consultants from the modern black church. We worked closely with local church musicians, singers, pastors, choirs, and church musical directors to represent the sound with authenticity. Once we had a team established, we went into the recording studio and composed and recorded live to picture. We needed to feel its authentic emotion, over precision and accuracy. The result is a gritty sounding sermon, full of love, energy and wisdom. The lyrics were derived from a collaboration from the agency writers, pastors, and music directors from our team. The music was composed by our music producer, church musicians and the music consultant on site. It performed live as a 4-piece band (organ, piano, bass, drums) along with a 10-piece choir and the lead vocalist. Our main goal was to faithfully represent this sound, culture, and people in this community and their voices dictated the final result 100%.
It was a fast moving music project. We were brought on by the Wieden + Kennedy team with under a week before Lebron was expected to break the record. We accomplished this by bringing in several consultants from the modern black church. We worked closely with local church musicians, singers, pastors, choirs, and church musical directors to represent the sound with authenticity. Once we had a team established, we went into the recording studio and composed and recorded live to picture. We needed to feel its authentic emotion, over precision and accuracy. The result is a gritty sounding sermon, full of love, energy and wisdom. The lyrics were derived from a collaboration from the agency writers, pastors, and music directors from our team. The music was composed by our music producer, church musicians and the music consultant on site. It performed live as a 4-piece band (organ, piano, bass, drums) along with a 10-piece choir and the lead vocalist. Our main goal was to faithfully represent this sound, culture, and people in this community and their voices dictated the final result 100%.
2023 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Wieden+Kennedy / Portland
Music / Sound Production Company
Field Day Sound / Portland
Post Production Company
Exile / Los Angeles
Art Director
Pedro Izique
Copywriter
Kevin Steele
Editor
Danielle Sclafani
Executive Producer
Leslie Carthy
Antonio Burnett
Sound Designer
Morgan Johnson
Music Producer
Noah Woodburn
Mixer
Noah Woodburn
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