Beats: Fatherhood
Brand
Date
Jan 2024
Description
Beats presents Fatherhood, a documentary-style campaign featuring professional basketball player LeBron James. The narrative draws on personal archival footage and photography to trace LeBron's journey from his own upbringing to his experiences raising his sons. The project leans into a monochrome aesthetic, utilizing cinematic live-action techniques and Super 8 and 16mm film textures. The vertical format frames intimate, candid moments of family life alongside scenes of the athlete on the court, offering a perspective on legacy and parental dedication. Creative development for the campaign was led by Translation.
Style
Documentary, Vertical, Cinematic, Monochrome
Techniques
Super 8 / 16mm
Industries
Context
Brand Film / Corporate Video
Associated creatives
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