Turning self-belief into a chance to be seen.
Anthony Edwards built his game on unwavering self-belief. For the next generation of hoopers, that belief needs opportunity. With coaches and scouts discovering talent on social, a professional highlight reel can open doors. But getting one made comes at a cost. For adidas and Foot Locker, we brought Ant’s “Believe That” mindset to life through an experience that gave underserved high school players the spotlight. In his hometown of Atlanta, we turned a youth basketball tournament into a live content studio, giving every player the tools to show the world what they could do.
Role: Creative Director & Principal Director
The Believe That Experience.
Case Film
“Hero Film”
60s
They played their game. We made their mixtapes.
The day began with a personal pep talk from Ant, sent while he was training for the Olympics in Paris. Then players from adidas’ Legacy Program took the court at Overtime Elite, where we had built a production operation around the tournament. Nine integrated cameras and an NBA-trained crew captured the action without putting players under the pressure of a film shoot. Behind the scenes, editors pulled their best moments into personalized mixtapes, delivering 60 highlight reels in just four hours. Every player left with a reel to share with fans, coaches, and scouts.
We then sponsored those highlights across Overtime Elite’s channels, giving overlooked talent an audience beyond the arena. Their game. Their spotlight. Believe That.
