THE CHALLENGE
When a legend retires, brands default to career highlight reels and sentimental tributes. But Kobe wasn't sentimental. A traditional farewell would have felt false.

THE SOLUTION
Kobe Bryant tormented opposing fanbases for twenty years. He knew they despised him—and he embraced it. Their hatred wasn't something to overcome. It was the ultimate sign of respect. We reworked Otis Redding's 'I've Been Loving You Too Long' into a chorus of hate. Paul Pierce, Rasheed Wallace, Celtics fans, Kings fans, even Announcer sang about how much they couldn't stand him. The endline said it all: Always love the hate.

THE RESULTS
Aired during the 4th quarter of Kobe's historic 60-point final game and contributed to Nike being named Marketer of the Year. Recognized by several industry awards,  it continues to resurface and go viral years later.