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  • Footlocker

    KD IS NOT NICE: WHO IS KD?

    January 6, 2013
     
    A hard-boiled police detective investigates a recent spree of "vicious dunkings" across America. To help crack the case, he turns to two basketball experts: a Foot Locker employee and Nike athlete Kevin Durant. The more he talks about the suspect, the more obvious it is that KD is the perpetrator. Will the detective be able to see that while KD the man is a great guy, KD the player is NOT NICE?  
     
    This is the Footlocker retail companion to the Nike brand campaign.
  • Footlocker asked for their instore posters to reflect the commercial, so we asked legendary photographer Jeff Riedel to work some magic.
  • Wieden and Kennedy's studio created the wall behind KD. It is part evidence wall and part conspiracy theory. The pentagram in red is actually inspired by pentagrams on the bottom of the KDV. Kevin has said that the number 5 is significant in his life, The height of the suspect goes up to 7 feet because nobody can agree on how tall KD is (KD maintains that he's 6'9".) KD's jersey number, 35 appears in several places on the board. The victims on the wall are WK employees who also basketball players.
  • AGENCY: Wieden & Kennedy
    Copywriter: Nathaniel Friedman with Josh Nelson
    Art Director: Lee Jennings
    Creative Directors: Guy Seese, Rob Thompson
    ECDs: Susan Hoffman, Mark Fitzloff
    Producer: Jennifer Fiske
    Head of Production: Ben Grylewitz
    Acount Team: Catherine Wolpe, Jordan Muse, Shea Jackson
    Client Contact: Steve Henderson
     
    PRODUCTION: Chelsea
    Director: David Gordon Green
    Executive Producer: Pat Mcgoldrick
    Line Producer: Shanah Blevins
    Director of Photography: Tim Orr
     
    EDITORIAL: Joint
    Editor: Katie Turinski
    Post Producer: Shelli Jury
    Post Executive Producer: Patty Brebner
    Assistant Editor: JB Jacobs