Carmelo Anthony is Jordan Brand's main man and one of the NBA's elite superstars. He's also an engaging personality with an inspirational story. I co-developed the "Rise" concept to present Melo in a fresh, buoyant light. In addition to the copywriting, I scripted the shoot in Denver for the full-screen video content that is the meat of the M4 experience. I also shot and edited the behind-the-scenes documentary about the broadcast spot. I generally try to not play favorites but, thanks to some great design leadership, this one is dope. "Rise" was subsequently adopted by PR and retail for their Melo M4 campaigns.