Protege Basketball TV SpotTo leverage its limited-time exclusivity with the newly-launching Protege basketball shoe brand, Kmart solicited campaign ideas from Draftfcb that would energize and engage its target consumers. As one of the teams on the project, freakdigital (Ryan Page) and writer Brian King developed several campaign concepts that were presented to both the Kmart and Protege teams. One of the campaigns we created, Meet My Protege, focused on the powerful, authentic story behind Al Harrington's involvement with the shoe and the brand, while also successfully telling the story of the shoe's great performance at a low price. Ultimately, Meet My Protege was chosen as the campaign, and the spot shown here was the result. Other pieces of the integrated campaign available here as well as production documents.
Role: Concept creation and development; initial storyboard sketches and supervision of storyboard illustrator; client presentation.