May saw Li-Ning team up with athlete ambassador Dwayne Wade for a new campaign promoting the brand’s latest sneaker style which is built around the NBA star’s emotional ad narrative voiceover: “They say you’ll fall down hard, but you’ve gotta be even harder.”
The former Miami Heat and Chicago Bulls star fronted spot kicks off with a cinematic and dramatic opening and blends emotional storytelling with high energy action all set on a dimly lit basketball arena.
It was helmed by Director Stanley Liu with DOP KoKei Leung, Executive Producer Gemini Wong, Producer Ricky Lu, Art Director Johnny Chen and with powerful music and sound design by Two AM with composer Oliver Stutz.
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