The spot features NBA Miami Heat Champion Dwyane Wade and his sacred #3. "3" seems to be Dwayne Wade's lucky number with his 3rd NBA Championship, his signature #3 Miami Heat jersey, and his sinking of the NBA Championship game winning basket with 3 seconds remaining. The concept of the spot is to capture the drama and action of 3 seconds maintained consistently throughout a gripping 30-second spot. "We had to dominate the second," says TPSC Director Andrews Jenkins. "From Wade's moves on the court to the frozen 3 seconds of fan insanity. And as the director, it's that mysterious notion I wanted to visually capture in a way we haven't seen before." Andrews' futuristic vision, high key light and the use of unique and clever camera moves made for this stellar stop-action spot.
SPW CreditsAGENCY: SohoSquare; CLIENT: Li-Ning; PRODUCTION COMPANY: MiC Films (China); DIRECTOR: Andrews Jenkins; EXECUTIVE PRODUCER TPSC: John Noble; EXECUTIVE PRODUCER MiC: Chen Lee; DOP: Garry Waller; POST PRODUCTION: Technicolor (Beijing); AGENT: Francesca Matera, The Candy Agency
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