Instead of teaming up with a commercial director, we collaborated with William Stefan Smith, the BAFTA-winning director behind critically acclaimed TV series such as Top Boy and The Vince Staples Show. Creating a visual language better suited for Netflix than, say… Adweek.
Always Obey
Client:
Sprite
Synopsis
In 2024, we had the honor of tackling one of advertising’s most interesting challenges: to reclaim Sprite’s role in culture with the NBA’s brightest star, Anthony Edwards.
Instead of creating a typical commercial campaign, we created an episodic semi-autobiographical, self-aware, simple, yet audaciously bold, social series about the most important season of Ant’s young career.
It all started with reintroducing an iconic piece of language, Obey Your Thirst. A sentiment that’s never been more relevant to Anthony Edwards’ career, as he navigates the astronomical pressures of stardom, with staying centered, Obeying His Thirst.
To bring it all to life, we created a mini web series consisting of episodic dramatizations of Ant’s life off the court. Demonstrating how he stays locked in despite the world pulling him in different directions.
Campaign Trail: Sprite locks in NBA stars Anthony Edwards, Kevin Garnett