Kevin Durant x
Master & Dynamic Case Study
KEVIN DURANT x
MASTER AND DYNAMIC
NBA star Kevin Durant’s headphone brand, Master and Dynamic needed to grow brand awareness and drive sales.
CHALLENGE
Petros’ agency, Louder Than Bombs, worked to create an emotional story around Kevin’s connection to music and his process to master his craft. Kevin’s recent decision to join the New York Nets became the backdrop for the story. Rather than tell a typical sports hero narrative of how he made it up from the streets, or a rapid fire spot of shooting hoops, ‘Re-invention’ became the story of how an all-star masters the game off the court.
METHOD
CREATIVE : SOCIAL : DIGITAL : LIVE ACTION
RESULTS
The Never Sound the Same commercial & campaign positioned Kevin’s unanticipated move to the New York Nets as part of his insatiable drive to re-invent himself and championed the tagline, ‘Never Sound the Same’. This firmly connected KD with M&D’s high fidelity sound products. The live action shoot drove a Nike collab shoe campaign broadening its reach.
COMMERCIAL
In Re-invention, Kevin takes us to his home, where he considers his process and approach not just to basket ball but to life — That the path to mastery requires staying true to your roots while maintaining a relentless ability to adapt, leading us to the campaign tag line for M& D headphones, “Never Sound the Same.
STILLS
Petros worked with long time collaborator, photographer Michael Muller to shoot the campaign. The campaign featured KD at his residence in Manhattan and on the streets of the upper west side.
RE INVENTION BTS.
In the social sphere, the ‘Re-Invention’ BTS film expanded our audience and drove high engagement.