BACK UNDER THE LIGHTS IN THE MECCA OF BASKETBALL
For the launch of KITH for New York Knicks 2022 collection, the brand wanted to capture the essence of New York in an aspirational spot that put the collection on the shoulders of city heroes.
KITH founder Ronnie Fieg selected MATTE to bring the collection to life. The direction leveraged steadicam sweeping camera moves that rotated around the subjects, capturing their bars as they switched positions and swapped verses.
The sound design lent gravity to the occasion, with blown out echoes for salient bars and diegetic sounds to highlight the location. Atmospheric tones played underneath the bars as a background, creating an intensity that reverberates throughout.
