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NBA “Dear Kobe”

One of the biggest sports stories of 2016 was Kobe Bryant's retirement from the NBA. Kobe announced his retirement with a letter penned to basketball. So following Kobe's final game, the NBA penned a letter responding him, thanking him for his passion, dedication, and love for the game. The letter was featured in USA Today, the Los Angeles Times, and as an online post in The Player's Tribune.

The night before the game, the NBA decided to turn the letter into a farewell video that featured some of the biggest stars in the sport, including LeBron James, Steph Curry and Kyrie Irving.

Within a day, the video was seen by more than four million people on Facebook. By the end of the year, the video surpassed ten million views and became one of the top ten posts of 2016.

Obviously, we went through thousands of iterations for this farewell letter. As any love letter, it was not an easy letter to write. Below, my favorite version.

Copywriting and Creative Direction.

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