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  • #KDISNOTNICE is deliberately a head scratcher. It's meant to be a conversation starter. He's the nicest guy in the NBA, but he's a terror on the court. We wanted to call attention to KD's game, but not take away from his nice guy persona. So we established the idea: He wasn't nice because he's dominating the league. Which in a very childish way, isn't nice. Did he have to win three scoring titles? Couldn't he have let someone new win? Which led us to the meme that there are nice things in the world, but KD isn't one of them. This meme led us to the idea that KD would dunk on anything and everybody, which started a whole new visual meme. We were able to adapt all the memes in real time, allowing for in game performances and topical events like holidays. Greenpeace even noticed that KD dunked on a baby seal and dared him to try that with a narwhal. Of course, KD was up for the challenge.
  • Writer: Nathaniel Friedman, various Nike Basketball writers, and the Internet
    Art Director: Lee Jennings
    Creative Directors: Guy Seese, Rob Thompson and Dan Hon
    ECDs: Susan Hoffman and Mark Fitzloff
    Studio Design: Tram Pham
    Studio Manager: Patrick Cahalan
    Account Execs: Jordan Muse. Shea Jackson, Jennifer Splillers
    Project Management: Slyvia Gutierrez
    More credits to come...