This collaborative campaign from McDonalds and Nike spotlights basketball star Devin Booker in a stark, desert setting. Directed by the team at Wieden+Kennedy New York, the project leans into a documentary aesthetic that prioritizes candid movement and environmental texture.
The film employs handheld camera work and lo-fi techniques to maintain a raw, unfiltered perspective. With significant contributions from SCHOFIELD'S FLOWERS and post-production work by Mackcut, the piece balances the athletic focus of the subject with an analogue film quality captured under natural light.
