Los Angeles, CA (April 6, 2016)—Creative agency Conscious Minds (CM) enlisted the Grammy-winning R&B/jazz musician Robert Glasper to provide the score for a short Kobe Bryant tribute film for client Nike.
In conjunction with the launch of his new Nike Kobe XI line, retiring NBA superstar Kobe Bryant is getting an extensive, emotional and well-deserved salute courtesy of the shoe giant and CM, which is based in Los Angeles and Portland, OR. Working in tandem with Nike’s brand and entertainment marketing teams, CM enlisted the piano-driven flourishes of Grammy-winning R&B/jazz musician Robert Glasper to provide the score for a short tribute film, “Be Courageous,” which celebrates Bryant’s illustrious 20-year NBA career.
Glasper, a longtime Kobe fan, leverages the deeper sentiment of “Be Courageous” by writing the soundtrack in 4/4 time signature with a 6/8 rhythm, echoing the meaning behind the Kobe XI BHM 4468 shoe, which signifies both the date that Martin Luther King Jr. was assassinated and Black History Month. “Whether he’s loved or hated, the film parallels Kobe’s desire to honor MLK, in both his vision and his accomplishments he wanted to fulfill,” CM creative director Cameron DeArmond explains. “Without being pretentious or overwrought, it just reflects two men who had their ambitions despite adversity, with the message being that it takes courage to fulfill your dreams.”
Nike has also partnered with SoundCloud for another entertaining element of the campaign, enabling users to not only listen to Glasper’s theme song, but remix the original and share favorite Kobe moments in the process. “Nike allowing people to comment on SoundCloud is a brilliant digital add-on,” DeArmond says. “’It was great to have permission to treat Kobe as a real character with a real journey. The film is inspired by the Kobe XI shoe, but we never show the product. We focused instead on the story that made the legend, and we think fans will appreciate that.”