Cannes Lions

Smaller

DROGA5, New York / ESPN / 2018

Film
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Film
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Everything is set to a re-imagined version of Skee-Lo’s “I wish,” a song about a basketball player wishing he was taller, only now it’s about a tall player wishing he was smaller.

The film is an homage to the original music video, but to match the new lyrics, we feature a tall guy struggling with his height. As he performs, we see small players dominating big guys. They have the skills, admiration and style. Now they’re who everyone wants to be.

Finally, we reveal small NBA superstars such as Steph Curry on ESPN. Where once basketball was ruled by tall, powerful players, these smaller players have proven that determination beats size and strength. It’s not about who’s the biggest; it’s who wants it most, leading to the line “Life measures height. Sports measure heart.” Where life made some players huge, sports reveal who has the biggest will to win.

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