THE PROJECT

Reebok CrateMaster: A Film By Kerby Jean-Raymond

Building upon Reebok's refreshed brand direction, CrateMaster, directed by Kerby Jean-Raymond, is a love letter to the inner-city youth and basketball culture in Brooklyn and beyond. This short film and campaign highlights the limited access to quality playgrounds and basketball courts, as well as the youth with a hunger to compete even when concrete and a crate are their only option. It’s the story of the underdog, who doesn’t take no for answer. Ever.

MY ROLE

For this campaign, I led copy direction across digital channels and wrote headlines, website, social, email, SMS, and seeding card copy. Additionally, I collaborated with the in-house agency to develop the creative concept and script for CrateMaster.

THE TEAM

Reebok In-House Agency

Director: Kerby Jean-Raymond

Creative Director: Jide Osifeso

Written By: Kerby Jean-Raymond + Carissa Romain

Copywriter: Mikeisha Vaughn

Voiceover: City James

Art Direction: Brian Chor + Brian Thompson

Photographer: Michael B. Janey

EP: Patrick Driscoll