We've seen spots in which famous basketball players return to their roots before. But this one is different. Carmelo Anthony has returned to the city where he grew up: Baltimore. Hence "built for more." This is a testament to what Melo has achieved as much as it is a beacon of hope for a city that needs it. I like the juxtaposition between the man and the city. Murals, street intersections, even a tag that says "where are you from," appears. It doesn't beat you over the head with social commentary at all. It's also a nice moment when the kid comes in wearing a Stay Melo shirt and hands him the ball.
Client: Jordan Agency: Los York Creative Director/Managing Partner: Dexton Deboree Executive Creative Director/Partner: Seth Epstein Executive Producer/Account Director: Martha Smith Production Company: Los York Managing Partner/Creative Director/Director: Dexton Deboree Executive Producer: Martha Smith Director of Photography: Kris Belchevski Line Producer: Eric Brown Production Supervisor: Jessica O’Brien BTS Shooter & Social Edits: Lula Fotis Conform: Ian Gibson Editorial Company: Rock Paper Scissors Editor: Adam Pertofsky Assistant Editor: Marjorie Sacks Producer: Shada Shariatzadeh Color Correction: Company 3 Executive Producer: Rhubie Jovanov Colorist: Stefan Sonnenfeld VFX Company: Brewster Parsons Flame Artist: Andrew Eksner Executive Producer: Jason Cohon Producer: Justine Pregler EP/Owner: Darcy Parsons Music Company: Kobalt Music Music Track: “Drum & Drone” (from the film “Whiplash”) Music Artists: Kobalt Music, Justin Hurwitz Audio Post Company: Barking Owl Sound Creative Director: Kelly Bayett Music Editor & Sound Designer: Rommel Molina Mixer: Patrick Navarre Producer: KC Dossett