To celebrate the launch of two signature Reebok Allen Iverson silhouettes inspired by his time at Bethel High School and Georgetown University we used the campaign budget to pay for all college application costs for the rising senior class at Bethel High. The path from high school to college was essential to A.I.’s rise - it’s when we were all introduced to his game, personality and style. He shaped his skills (he credits college for his crossover!) and laid the groundwork for a career that continues to impact basketball and greater culture. So, our goal was to help Bethel’s students follow in Allen Iverson’s footsteps from high school to college.
We cast six current students from Bethel's Class of 2021 - not just basketball players but of all interests, from music to media to medicine - to be subjects in the launch campaign. This film explores and highlights each student’s ambitions, personality, personal style and work ethic. What do they want to achieve? How has the NBA legend inspired them to pursue their dreams? What is covering their college apps going to help them achieve?
To capture content we staged a classic school photo shoot that all students dread (I think we all have at least one photo on our parents’ shelf or wall we can’t stand). Our goal was to take this concept and stylize it through the unique vision of a talented photographer alongside a jovial update on posing and staging that opened the door for each student’s personality to shine through. We then took these images and built them into scrapbook-style layouts reminiscent of a high school yearbook.
Credits
Creative Director: Nicholas Rotondi
Photographer: Driely Carter
Director: Dayday
Agency: M&C Saatchi S+E North America
Design / Production: WØRKS Studio
