Description
In collaboration with the Atlanta Hawks NBA Basketball Player, Trae Young, “Trae” by Tim Young, delves into the heart of Trae Young's journey, capturing the essence of his persona and shedding light on what truly matters when the lights are bright and the noise is loud.
Set to resonate with the Gen Z audience, "Trae" by Tim Young focuses on authenticity and candid moments of joy, both on and off the court. It's a bold departure from the glitzy and overproduced norm, where production is stripped back to let the real Trae Young shine through.
The campaign's visual direction revolves around showcasing the genuine side of Trae, allowing viewers to witness the seldom-seen moments through the eyes of his younger brother, Tim. Contrary to the persona of a “villain” that may have been portrayed publicly, this spot aims to capture the essence of Trae, resonating with the audience in a deeply emotional way. The teams created this campaign in an effort to redefine the way signature shoe launches are perceived in the industry.
This professional campaign titled 'Trae3' was published in United States in August, 2023. It was created for the brand: adidas, by ad agency: Johannes Leonardo. This Film medium campaign is related to the Sportswear industry and contains 1 media asset. It was submitted over 1 year ago.
Credits
Johannes Leonardo
Jeph Burton Group Creative Director
Hunter Hampton Group Creative Director
Zack Browne Creative Director
Alfonso Ruiz Creative Director
Shaung Wan Design Director
Hannah Lo Bello Senior Designer
Chris Chance Copywriter
Kelechi Mpamaugo Art Director
Tina Diep Executive Producer
Travis Kinsella Senior Producer
Joe Bringuier Senior Business Affairs Manager
Sam McCallum Head of Account Management
Jack Haley Account Director
Jessica Levy Account Supervisor
adidas
Alasdhair Willis Chief Creative Officer
Nic Galway SVP, Creative Direction
Paul Webber Sr Global Brand Marketing Director
Jalal Enayah Sr Footwear Designer
Miles Jackson Cartwright Manager Communications Basketball
Cameron Major Global Communications Manager
Brandon Carr Global Brand Marketing Manager
Langston Morris-Walker Sports Marketing Manager
Allen Xie Marketing Manager
Chloe Gibert Manager Communications Basketball
Melissa Chun Global Category Director Basketball Apparel/Accessories
Barbara Sitangaan Assistant Manager Storytelling
Miles Bergstrom Producer Creative Shoot & Production
Connor Martin Producer Creative Shoot & Production
Brendan Logan Producer Creative Shoot & Production
Paige Dorian Production
Paige Dorian Executive Producer
Sevier Crespo Producer
Aubree Reda Production Manager
Nick Tuttle Production Supervisor
Naveen Thavathiru Photographer
City James DP
Darrin James DP
Mitch Yapko 1st AD
Ben Rasmussen Location Manager
Joe McKay Set Designer / Prop Stylist
Sue Choi Wardrobe Stylist
Groomer Ashley Humphreys
Finishing by One Hundred Berlin
Brett Kincaid Partner
Jasmine Plata New Business + Talent Director
Josh Rappaport Producer
Michael Czeizinger Producer
Alexi Bednarcyzk Producer
Julie Heuse Account Manager
