LEBRON 17 KEY ART

When we were approached by the Nike Global Basketball team to create the key art for the launch of King James' legendary shoe, our hearts skipped a couple beats.

We'd work from Getty Stock for LBJ and create an entirely original photo-illustrated environment for the action to live in.

The brief was a combination of pure artistic evolution and complete technical transformation.

So of course, we were all in.

THE CHALLENGE

We needed to take Lebron out of the in-game space and create a frozen-in-time moment. A cinematic grade with volumetric lighting were key.

As you can see in the Getty images, there wasn't any usable backplate to pull from. Everything would be sourced or created from scratch.

Lebron would need to be wearing new 17's, and in one of the shots an entirely different kit.

THE APPROACH

Working closely with the creative team, we explored a range of mood & color grading options. They had some reference imagery to start from, and it was our job to develop a refined look we could apply and manipulate in post.

After approval of our creative development phase, the retouching, compositing, and photography production began.

Enlisting the help of our friends at Half Court Studios, we'd shoot the shoes and replacement kit on a body double for compositing in Photoshop.

The rest of the lighting and atmosphere would be crafted in After Effects and Knoll Light Factory.

Over fifty rounds and two months later, Lebron himself would give the final thumbs up.

Lebron XVII Holiday Campaign

BRAND CLIENT: Nike Global Basketball

PHOTOGRAPHY: Ben & Katie Sellon for Half Court Studios