To promote the 2010/2011 NBA season, we wanted to show how much desire it takes to make it in the league. To do this we focused on a relatable human experience – the moments we’re becoming who we become and the need to be encouraged to keep at it.The concept was simple – transport people from today back in time to encourage the players when they were younger and tell them that all hours in the gym, the games, the traveling, the injuries and the doubt will pay off.We found existing footage from the players’ formative years and combined that with performance featuring fans from today. Kevin Durant gets a visitor who tells him he’s going to make the OKC proud. Two zealous Knick fans can’t wait to see Amar’e Stoudemire in the Garden. A teenage boy tells Steve Nash that his success is going turn his life around.