Two AM Music teams up with Li-Ning and former NBA star Dwyane Wade for new campaign
Two AM has created the sound design for a new campaign for Li-Ning featuring former Miami Heat NBA star Dwyane Wade.
Kicking off with a cinematic opening, the score builds intensity following Wade’s motivational narration: “They say you’ll fall down hard, but you’ve gotta be even harder.”
Contrasting its dramatically exaggerated tempo ramp, the music swiftly switches down a gear as the narrative softens. This opens a perfect turning point that allows the score to unexpectedly flip into a spicy hip hop movement and drive Wade’s final message home, while stylishly flaunting his new signature Li-ning sneakers.
“It’s often tricky to balance soft and emotional storytelling with high energy action, but using the structure and well-timed edit from Greenspot to our advantage, allowed us tap into the best of both worlds for this one,” said Oliver Stutz, Executive Creative Director & Partner, Two AM Music Global.
Credits:
Client: Li-Ning
Director: Stanley Liu
DOP: KoKei Leung
Executive Producer: Gemini Wong
Producer: Ricky Lu
Art Director: Johnny Chen
Music Composition: Two AM Music Global
Sound Design & Final Mix: Two AM Music Global
Composer: Oliver Stutz
Voice-Over: Dwayne Wade
