We were tasked with a refresh of the third season of the NBA’s global campaign—This Is Why We Play. We originally proposed “I’m Why” as a series of 8 original mini–docs on the most interesting things that motivated NBA players to achieve their potential. But the client wanted 30 of them. 1 for every team. And using only found footage. We had our work cut out for us. So we hunkered down with Lost Planet’s high–level crew of editors and motion designers and ended up making close to 40 separate commercials for the beginning of the season. We managed to shoot one original film in our proposed style for the Golden State Warriors, and edited together a bunch of other gems with original tracks by Walker. Below are my favorites.