The greatest basketball player alive was going to retire. For 18 years, he defined excellence and we had to develop a campaign that celebrated both the past and present, but also set up the brand to move into the future.

We used traditional print, TV and OOH creative, but also created special, high-impact creative including an 18-page print takeover and a long-form retrospective that TNT aired (for free) on the NBA All-Star Pregame.