ANTA SPORTS EMBRACES AI TECHNOLOGY | Burrell Communications Group, one of the world’s most highly regarded Black-owned advertising agencies joined forces with ThinkDiffusion, an AI creative platform and studio, to co-create a groundbreaking animated spot that artfully leverages AI in a captivating storytelling campaign for NBA star Kyrie Irving’s signature line.
The release of “KAI 1, The Origin Story,” was the first advertising campaign for the signature ANTA KAI 1 basketball shoe. The inaugural campaign from Burrell supports the newly released “Enlightened Warrior,” the second colorway of the ANTA KAI 1, inspired by ANTA SPORTS Chief Creative Officer and global basketball icon Kyrie Irving.
NEW ANTA KAI 1 ‘ENLIGHTENED WARRIOR’ SHOE
The spot, chronicling Irving’s ethos, takes audiences through a vivid visual timeline of his life beginning in childhood, and walking through his personal journey to swift collegiate stardom and finally the pro sports ranks, his success anchored by his mother’s constant spiritual presence and his father’s steady guidance. The storytelling is rendered in a dynamic and colorful fusion of live action, AI and anime-influenced animation, artfully integrating ancient African and indigenous cultural imagery transitioning to the modern day—the narration documents his ascent to emerging as both an inspirational NBA icon and Chief Creative Officer of ANTA.
ThinkDiffusion, a minority-owned technology company and emerging leader in AI, was the lead production company for the campaign. The studio has pioneered new techniques combining AI, CGI, motion graphics and compositing.