The initial idea was to go through a split second, play-by-play overview of Kobe's thought process during a pick-up game. In terms of implementation, it was decided that the most effective means of presenting the concept would be via incredibly slowed down shots at three different angles: one angle of Kobe's opponents, one angle of Kobe, and one showcasing everyone participating in the basketball game.

In terms of quantifiable results, the campaign has been another step in invigorating viral advertising content with truly artistic and unconventional means of marketing.