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adidas: It's on Me For We


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adidas Basketball launches this film via 180 Los Angeles as part of its new global campaign for the 2009-10 NBA season titled It’s On Me for My Brotherhood. The campaign concept and film celebrates the individuals of a Brotherhood and the contributions they make. "It's On Me for My Brotherhood" shines the spotlight on two rising NBA stars, Dwight Howard and Derrick Rose, and how adidas Basketball footwear and apparel improves their performance therefore strengthening their Brotherhood. This film has a visual, dynamic high-energy feel; this multiplicity technique speaks to the various moves, players and adidas products.“This year we continue to build the idea of Brotherhood by recognizing the role of the individual on the team,” noted William Gelner Executive Creative Director at 180 LA. “‘It's On Me’ speaks to personal accountability and the adidas products that help players own up to their responsibilities.”
Credits Other credits

Special Effects -- a52

Editorial Company -- Rock Paper Scissors

Recording Studio -- LIME Studios

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