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Shaq and Tyga Star In Newest Foot Locker Reebok Ad

Foot Locker and Reebok have brought together NBA Legend Shaquille O'Neal and hip-hop superstar Tyga in it's latest commercial where Tyga needs a left device to raise him to Shaq's level to have a conversation. As you can see there is a large height differential, so Tyga constructs a way to even the playing field.

Advertising Agency: BBDO, New York, USA
Full credits after the clip.

Credits Con't:
Chief Creative Officer: David Lubars
Senior Creative Directors: Chris Beresford-Hill, Dan Lucey
Associate Creative Director & Copywriter: Jessica Coulter
Associate Creative Director & Art Director: Matt Sorrell
Executive Producer: Anthony Curti
Executive Music Producer: Melissa Chester
Production Company: O Positive
Director: Jim Jenkins
Executive Producer: Ralph Laucella
EP/Line Producer: Marc Grill
Director of Photography: Jeff Cutter
Editorial: Mackenzie Cutler
Editor: Ian Mackenzie
Assistant Editor: Nick Divers
Executive Producer: Sasha Hirshfeld
Sound Design: Sam Shaffer
Sound: Heard City
Sound Mixer: Keith Reynaud
VFX / Conform: Schmigital
Smoke Artist: Jimmy Hayhow
Color: CO3
Colorist: Tim Masick
GFX: Hornet inc
Designer / Animator: Santa Maria
Music: Philip Quinaz

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Famous Footwear: First Step Forward :30 Commercial

The new spot for Famous Footwear, directed by Norry Niven for The Richards Group, is an empowering and poetic call to #stepforward. In the piece, women of different backgrounds move confidently towards the camera, their words aimed to challenge a better future with that first step.

"This spot was a gutsy choice for a retailer, especially around the Holidays, because it's really about launching a movement that will last past this season," explains Brand Creative Group Head: Chris Smith. "The 'Step Forward' idea isn't just about the shoes; it's about what you'll be inspired to accomplish in them. So this spot needed to feel epic and anthemic, but also personal and intimate."

The project, Niven's first via Lucky 21, harnessed the director's talent for blending style and impact. The award-winning director relates that a number of the actors were moved to tears, "by masterful writing and poetry of the call to action."

"It was a fine line to walk, and Norry did it beautifully," recalls Smith. "He got each actress to find her own unique mix of confidence and honesty, of encouragement and challenge. We shot it again and again with a bunch of terrific actresses, and the words never lost their power. It was a really fun, really intense day."

The commercial is part of an integrated campaign that will run across broadcast, digital video and display, streaming audio, and social media and will be a fixture of new in-store signage.

Agency: The Richards Group
Brand Creative Group Head: Chris Smith
Brand Creative/Writer: Danny Bryan
Brand Creative/Art Director: Dan Case
Brand Creative/Art Director: Lynn Born
Producer: Cassie Greenwald

Production: Lucky 21
Director: Norry Niven
Executive Producer/Partner: John Gilliland
Head of Production: Teresa Cameron
Producer: Tyler Boylan

Post: Lucky Post
Editors: Marc Stone & Sai Selvarajan


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