This is Nike Basketball's NBA season-opening spot that joyfully married storytelling and a love for the sport. This spot follows the journey of a young basketball player named, Donte, who envisions himself as a star. It details the early days of his basketball career in recreational leagues and training camps, and follows him through all of the preparation that leads him to college basketball, and eventually to going pro. Donte goes from idolizing professionals, like LeBron James, to playing alongside them. By portraying the failures and successes that led Donte to achieving his dreams, this film shows the power of hard work.

Nike’s ‘Want It All’ was the perfect kick off to start the NBA's season. Nike is a brand and lifestyle for anyone who has the dedication to pursue their dreams. From recreational leagues to college basketball to the NBA, Nike has been a hegemon in the industry. This commercial celebrates dedication and hard work, tenants that are synonymous with the Nike brand. At a time when media and news can make the future seem so daunting, this commercial used cinematic storytelling to show the importance and the power of visualizing your dreams. Juxtaposing youth players alongside big NBA stars, like Kevin Durant and LeBron James, this spot is able to show the true reach of Nike as a brand. This invigorating and inspiring spot illustrates the union intrinsic between Nike and basketball.

Direction in this film was integral in telling the story of an inner city boy, Donte, growing up with aspirations to play in the NBA. It was important to the Director to have the film change and progress as Donte's story progressed.

This evolution was highlighted by beginning with hand held camera work and available light. This subtly progressed into a more colorful palette with more sophisticated camera work and lighting technique that culminates with all the drama and dazzle of an NBA game through the use of sweeping camera moves and rigs. Camerawork was also used to mirror the tempo and movement of the story through forward and backward camera movement and reversals, as Donte faced success or failure. The director used all these evolving elements alongside perfectly cast actors that showed the evolution of Donte, without losing the grit that was key to this role.