UK animation maverick Ruffmercy injects his trademark hand-scrawled chaos into this electrifying spot for ANTA’s Kyrie Irving KAI 2 sneaker, directed by Yan Bokhanovich (Yanchi) and produced by LA’s SNAKK. Hand-scrawled chaos collides with jagged illustrations and molten black-and-purple tones, mirroring Irving’s unpredictable flair. Fueling the frenzy is rapper/DJ Redman’s growling voiceover, a rhythmic heartbeat that sidesteps hype to channel the soul of the game. Notably absent? A traditional product shot. Instead, the spot fixates on legacy—Irving’s silhouette fragmenting into abstract explosions, his legacy etched in every scuff and stroke. It’s less an ad than a manifesto: basketball as art, sneakers as brushstrokes.
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UK animation maverick Ruffmercy injects his trademark hand-scrawled chaos into this electrifying spot for ANTA’s Kyrie Irving KAI 2 sneaker, directed by Yan Bokhanovich (Yanchi) and produced by LA’s SNAKK. Hand-scrawled chaos collides with jagged illustrations and molten black-and-purple tones, mirroring Irving’s unpredictable flair.
Fueling the frenzy is rapper/DJ Redman’s growling voiceover, a rhythmic heartbeat that sidesteps hype to channel the soul of the game. Notably absent? A traditional product shot. Instead, the spot fixates on legacy—Irving’s silhouette fragmenting into abstract explosions, his legacy etched in every scuff and stroke. It’s less an ad than a manifesto: basketball as art, sneakers as brushstrokes.
Client: ANTA
Production Co.: SNAKK Studio
Director: Yan Bokhanovich (Yanchi)
EP: Anton Melekh
Animation Director: Ruffmercy
Additional animation: Patch Keyes
Storyboard Artist: SHAQ.INK
Animation Producer: Jamie Clark @ My Accomplice
Animation Management: RW Media
Music & Sound Design: Max Sorokin
VO: REDMAN