Minutes after Golden State won the NBA Championship crown for the second year in a row, Nike launched its latest film in collaboration with Finals MVP Kevin Durant. 

“Rise. Grind. Shine. Again,” created with agency Translation, this piece depicts the hard work that KD has put in throughout his life to become an NBA champion: waking up, working out, practicing, performing at a high level in games and doing it again, day after day. 

The spot includes found footage of Durant as a lad–where he’s seen running a neighborhood hill–playing on youth teams and at the University of Texas. The film reaches a crescendo as KD stands atop the hill and strikes a Superman pose, signifying he’s done it–again.

“This incredible film is about Kevin’s dedication and perseverance to his craft,” said Steve Stoute, CEO of Translation. “Every step of the way, Kevin personifies what it means to be an athlete on and off the court and is a living example of Nike’s mission to expand what’s possible.”

Credits

Client Nike Agency Translation Steve Stoute, CEO; John Norman, chief creative officer; Andy Ferguson, group creative director; Geoff Proud, Eduardo Petersen, creative directors; Eugene Gao, copywriter; Ben Howard, art director; Miriam Franklin, director of content production; Kristen Cooler, sr. content producer; Jean-Luc Lukunku, assistant producer. Editorial Lost Planet Mike Sobo, editor; Steven San Miguel, assistant editor; Samara Kelly, post sr. producer; Krystn Wagenberg, post exec producer. Graphic House Black Hole Felix Cabrera, sr. producer; Reginald Butler, lead designer/animator; Andre Same, sr. designer/animator; Tim Farrell, Flame artist; Isabel Gomez, Flame assistant. Audio Post Heard City Keith Reynaud, mixer; Sasha Awn, exec producer; Andi Lewis, producer. Color Company 3 Kate Raisch, colorist; Kate Aspell, producer. Music Future Perfect Victor Magro, composer; Nargis Sheerazie, producer.

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