Oakland. 2017 NBA Finals.

Launched during the 2017 NBA Finals, “Be Ready” captured the mindset of the Golden State Warriors at the peak of their dominance. The campaign explored what it truly means to prepare for greatness—where confidence is built in the quiet hours before the lights come on.

Alongside the hero film, we developed a docu-style series with Kevin Durant, James Harden, and Draymond Green, offering an inside look at his discipline, focus, and rituals leading into the Finals. The series expanded Be Ready into something deeper: a portrait of the mental game behind elite performance.

Cinematic, raw, and grounded in culture, Be Ready became more than a hype anthem—it was a rallying cry for every athlete who knows that the real work happens long before game time.