Nike’s latest short film “Improv” follows Cleveland Caveliers’ point guard and NBA MVP Kyrie Irving in a “fiery new Nike commercial,” cut by Max Koepke that promotes the Kyrie 3 shoe.
The spot, which has already caught attention from the likes of USA Today, Mashable, Creativity, and AdWeek, who hailed the “unstoppable duet” on their “impressive, brooding performance.” As Irving dribbles, the famed Roots drummer and Tonight Show bandleader goes to town on his drum set, changing speed as Irving dribbles faster and faster, their tempos growing in kind.
“Improv” is a celebration of “players at the top of their game,” as AdWeek notes, which includes our own Max Koepke, whose portfolio includes top work for Beats, Gatorade, Coca-Cola, Jack Daniels, and more.
An R/GA spokesperson elaborated on the power of the spot to Creativity: “The Kyrie 3 ‘Improv’ spot was born out of an insight on Kyrie’s game and how he attacks every cut at his own speed and tempo. Both music and basketball thrive on balancing a controlled rhythm and an improvisational flow. Pairing him with another master of improvisation, Questlove, was meant to help strengthen that insight and show how you can create greatness by playing the game your own way.”