When we were looking to illustrate what it takes to reach the pinnacle of a sport, we decided to create a spot based on a saying I heard while playing basketball and football growing up. When you were unstoppable on the field or court, you would declare, “It’s automatic.”
However, it takes countless hours of rigorous training to reach a level where one’s moves and decisions become automatic. This is why we chose to shoot a broadcast spot featuring former boxing World Champion Amir Khan, and his legendary trainer, Freddie Roach.
Role: Writer, Director