Nike’s Knicks win By Josh Safdie

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Superprime and Josh Safdie approached Wieden+Kennedy with the idea for the spot, including the choice of Billy Joel’s New York State of Mind — a song that plays at Madison Square Garden after a Knicks win, and one fans know by heart. The film builds on a familiar New York ritual: after a big Knicks victory, fans run towards The Garden and spill into the streets to celebrate together. That collective rush became the basis of the idea.

Here is  art director Jahmal Landers’s comment on LinkedIn:

A little over a year ago, we came to Josh Safdie with an amazing script written by the one and only Myles Brown. Josh picked up the phone. We had a great conversation. We were ready to press go on production.

Then the Pacers happened.

Just like that, it was over.

Months later, theater marquees around the country reminded us of what could have been. But in the back of our minds, we held out hope we’d get another crack at this thing.

Two weeks ago, Josh reached out. He wanted to try a different way in. We liked where he was going: trying to catch a feeling. Something you’re not even sure you can catch. But you know if you don’t run like hell, you’ve got no chance.

And so the journey began.

Listening to New York State of Mind felt like the perfect way to end this improbable, remarkable season and year.