Rhone. Let’s get every head in the game.
U.S. apparel brand Rhone is committed to championing Mental Fitness. Supporting and empowering their community to thrive in body and mind.
As an official partner of both the NBA and the LPGA, their message of mental fortitude was brought to new audiences through their first ATL campaign. Inspiring conversations and encouraging action. Helping us all acknowledge that our brains are a muscle that needs training as much as any other.
Two partnerships. One platform.
Manifesto.
“Get your head in the game.”
Heard from your teammate, your fans, your friends. And crucially, yourself.
Six words that carry so much weight.
It’s a demand. A request. It’s the pressure to perform; to focus.
To not let yourself or others down. To block out the noise and go after what’s yours.
Together with the NBA and LPGA, we want to get every head in the game.
Flipping the narrative to a positive: opening conversations, breaking stigmas and helping us all acknowledge that our brains are a muscle that need training as much as the others.
Inspiring Mental Fitness in everyone.
Different sports. Same pressures.
Both highlighting diverse stories from across basketball and golf culture. Creating intimate vignettes, it demonstrates how pressures and distractions can impact anyone, but with the right mental strength, we can all overcome challenges and push further.
Alongside Rhone’s sporting ambassadors, NBA All-Star Kevin Love and LPGA Athletes Lilia Vu & Lauren Hartlage, we also cast from the LPGA*USGA Girls Golf Academy – supporting the next generation of women’s golf.
To bring Rhone’s ‘Head in the Game’ campaign I lead a two-day shoot in Miami, FL., then management of post-production teams across three continents.
Going big in the Big Apple
At launch, high-impact sites in Manhattan ran the OOH, while the NBA advert was watched by millions during the Lakers @ Heat game on ESPN.
All from a one-line brief:
“We’ve signed on the NBA.
What the hell do we do with it?!”
The details
Talent: Kevin Love, Lilia Vu & Lauren Hartlage
Director: Nick Woytuk
1st AD: Lynne Baculo
DOP: Dustin Miller
Photographer: Zach Lewis
Producer: Brian Miller
Post-Producer: Bar Hariely
Editor: Austin Will @ Thank You, Post
Colorist: Stephanie Park @ raremedium.tv
The disciplines
Creative strategy & direction
Campaign ideation
Scriptwriting
Art direction
Design direction
Client relationship leadership role
TV / OOH / Retail / Print / PR / Social