FIBA World Cup
Nike taps seven basketball catalysts during the FIBA World Cup to reignite the Philippines’ deepest sports obsession.
Overview
Background
When the FIBA World Cup came to Manila, systemic issues had broken the trust of Filipinos in the sport. Fans didn't need another epic hero film, they needed restored belief.
Idea
We launched Nike's most personal regional campaign yet, spotlighting seven local basketball catalysts pushing the game forward. We went deep into what each athlete defied: a teen rapper releasing a baller anthem, a rising star making waves in Japan while drowning out the criticism, and a legend called "The Kraken" still dominating the game.
Lore
This one was for my 10-year-old self. Art directing a major campaign for my country, for the sport I love, while meeting legends of the game made it deeply personal. One for the books.
