USA Basketball Road to Gold

CREATIVE DIRECTOR

Every four years, we watch as the USA men’s basketball team represent  — as a nation and a family — on the world stage. Their iconic team photos have hung on bedroom walls for over two decades. In 2016, R/GA helped Nike unite fans, legends, and players during a national send-off tour all the way through to Olympic gold in Rio.

TYPE: SOCIAL & OUTDOOR CAMPAIGN    BRAND: NIKE    AGENCY: R/GA

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— SQUAD GOALS —

Everyone’s got a squad. Your family. Your friends. Your teammates. Through social activation we called on the nation to help create an epic squad photo  — an unforgettable work of art with hundreds of squads forming the foundation of a much larger picture. This was more than just a team photo. It created a portrait of a nation united.

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— RIO —

As the team defended their crown in Rio, we continued support with treated game highlights and animated gifs through @NikeBasketball channels, before revealing the united squad photo of team USA in NYC on the 34th street billboard.

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For The DMV. #justdoit

A video posted by Nike Basketball (@nikebasketball) on

For The Hoosier State. #justdoit

A video posted by Nike Basketball (@nikebasketball) on

For The Land. #justdoit

A video posted by Nike Basketball (@nikebasketball) on

For The Chi. #justdoit

A video posted by Nike Basketball (@nikebasketball) on

For The Lone Star State. #justdoit

A video posted by Nike Basketball (@nikebasketball) on

For The Valley of the Sun. #justdoit

A video posted by Nike Basketball (@nikebasketball) on

— ROAD TO GOLD BOOK —

In celebration of their gold medal victory, a 14 inch 90 page commemorative book — exclusively for USAB players — showcased the best squad photos from around the nation plus supportive fan tweets and awesome BTS photos from the road to Rio.

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— CREDITS —
 

EXECUTIVE CREATIVE DIRECTOR
Sammi Needham
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CREATIVE DIRECTOR
Zack McDonald
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ASSOCIATE CREATIVE DIRECTOR
Ty Johnson
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ART DIRECTORS / DESIGNERS
Jeewon Choi, Steven Conaway, Jenny Wu, Mariola Bruszewska, Logan Kornhauser
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COPYWRITERS
Kris Cantrell, Peter Neils
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PHOTOGRAPHERS
Danny Clinch (W+K), Victory Creative
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ACCOUNT DIRECTOR
Sam Levy
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SENIOR PRODUCERS
Jenna Halliday, Pam Yang
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CONTENT PRODUCTION DIRECTOR
Erica Jensen
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