For the NJ Nets intro film, we needed to create a new identity for the team in preparation for its relocation to Brooklyn.

Instead of a glitzy highlight montage, we conceived of a harder-edged, more attitude-driven piece that would connect to NY fans.

The success of the piece hinged on the players’
performances, which had to feel authentic and

spontaneous. So, instead of scripted actions, we let the players go through their normal routine as we followed with a handheld 16mm camera.

The resulting footage was then edited together without visual effects to emphasize the players' natural grace, attitude, and intensity.

See the spot   (17MB Quicktime)