Bicoastal/London-based Park Pictures’ director Lance Acord trains with tenacity as the rest of the city sleeps in the new :60 “Shine” for Nike out of Wieden + Kennedy, Portland, OR. A continuation of the “Basketball Never Stops” campaign, the spot features NBA icon Lebron James unremittingly training while the rest of the city closes up and calls it a night. The campaign also includes a social media campaign with a dedicated Facebook page and Twitter hashtag, #BasketballNeverStops, encouraging fans to join together to keep the spirit of the game alive throughout the lockout. 
The spot opens on a spotlight shining down on Lebron James alone on a basketball court as he prepares for a nighttime training session. We hear the gentle crooning of Frank Sinatra while we see James’ drive and dedication as he pushes himself past his limits. The rest of the city ends their day and shuffles off to sleep as he ups his intensity further. Businesses shut off their lights, the nightclubs empty and the coyotes prowl the abandoned streets as James continues to press on, sweating through his workout with fierce determination. The spot ends with a shot of the cityscape with the basketball court under a spotlight accompanied by the Nike logo and the super, “Basketball Never Stops. #BasketBallNeverStops.”
About Park Pictures
Founded in 1998 by Executive Producer Jacqueline Kelman Bisbee and renowned filmmaker/cinematographer Lance Acord, Park Pictures has an auspicious track record of discovering and mentoring new filmmaking talent and infusing all projects with big screen production values. Park Pictures has forged strong partnerships with agencies and clients by engaging all members of its team in creative problem solving.
In March 2010, Park Pictures and director Joachim Back won an Academy Award for their short film, The New Tenants.
The newly launched Park Pictures Features will debut its premiere project with the upcoming film Robot & Frank directed by Park director Jake Schreier and starring Frank Langella, Susan Sarandon, James Marsden, Liv Tyler, Jeremy Strong and Liev Schrieber.
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