Space150 was approached by Nike to dive “Beneath the Surface” of Kevin Durant’s sometimes complicated persona and connect him to his roots.

Through the electric filter of the 90’s and the KD12, a series of conversations with Kevin Durant as he opines about what and who inspired him to be the player, man, and icon he is today.

Cinematic, with electricity and a raw elegance that exemplifies the 90’s motif. It’s the authenticity and rawness of She’s Gotta Have It mixed with the cultural significance of Do the Right Thing mixed with the reality of Hoop Dreams.

Using a vintage record store as the setting, we positioned Kevin Durant against a backdrop of the soundtrack of his childhood and formative years. We produced a series of videos that got KD to talk about his early influences as well as how the music of the decade shaped his musical taste and his approach to hoops.

Nodding to classic '90s media format, the videos were released in the style of "mix tapes", one at a time over 3 days.They were released online on YouTube and social channels.

The primary destination was Nike's Instagram, with +1 million views on @nikebasketball and ~500k views on @easymoneysniper (Kevin Durant).