The Baddest
When this spot shipped, I was suffering from a serious case of “you want it to be one way but it’s the other way.”
My partner Jason Campbell was over the moon about it, which confused me so much that I didn’t feel like talking about it.
A few years later, things finally clicked for me. I texted Jason. He was incredulous that I hadn’t seen that, back when too much representation would get dinged for “a lack of diversity,” this one truly mattered.
THE BADDEST
NIKE, 2014
When this spot shipped, I was worried it was too static. My partner Jason Campbell, on the other hand, was over the moon.
Back when too much representation would get dinged for “a lack of diversity,” sixty seconds of portraits of everyday Black people from around the country was a major statement.
A few years later, I finally got it, and today it’s one of the spots I’m most proud of.