Kaiser Permanente needed to stand out during the NBA playoffs. A time where advertising is a buzz with high octane sports ads and a time where Stephen Curry was going to be constantly reminded of blowing a lead in last year’s playoffs. So rather than showcase the physical demands of being an athlete, this campaign focused on the mental side of the game. I was responsible for concepting the complete journey. From the commentary he hears in his head to the eerie visuals he imagines and his breakthrough of ‘Train the mind. The body will follow.’
On social media Curry spoke candily about his mental health and the pressures of being a star.