“Kobe Bryant is the star the Hollywood stars come out to see. When it was announced the 2011 NBA All-Star Game would be held in Los Angeles, we decided to bring to life Kobe Bryant’s alter ego, The Black Mamba, in a way fitting for the Hollywood star he is.Our goal was to support the new Kobe VI shoes by merging Hollywood and sports in a way only Nike can. The agency worked closely with the director on a short film to dimensionalize the attributes of Kobe’s game that make him deadliest predator on the hardwood. The film stars such cultural and Hollywood icons as Bruce Willis, Kanye West and Danny Trejo.Much like a major motion picture, we drove consumers in the US and China to RSVP for the online premiere of the film months in advance via broadcast trailers, cinema lobby posters, print, large-scale outdoor, and digital mediums."From YouTube:“They thought it'd be an easy battle...they thought wrong. The Black Mamba.Starring Kobe Bryant, Bruce Willis, Danny Trejo and Kanye West. A Nike Basketball Production.”