Frank Hahn

In 2016 we developed a new platform for adidas global: I'm Here To Create. All our films and campaigns deliver on the notion that creativity is the real difference maker in sports and that creativity can change everything. 

Since 2012 I am running the Santa Barbara based SONOS brand at 72andsunny. With the steady growth of music streaming the category of wireless Hifi systems became more and more competitive over the years. We maintained market leadership and kept a strong brand identity. The latest campaign ‘Music Makes It Home’ just aired during the Grammy’s 2016.

For the launch of the Nike Free shoe in Japan we collaborated with Tokyo based breakbeat duo HIFANA and the experiential creative lab RHIZOMATICS led by DAITO MANABE to create a unique music experience.

A fully integrated basketball campaign for Beijing that celebrates the new generation of street basketball players as the new emperors (young masters) of Beijing.

The campaign announced a city wide basketball tournament (The Battle Of the 9 Gates) with the finals played during nighttime in the Forbidden City of Beijing. A music video with lyrics by Beijing hip hop artist MC Webber (Wang Bo), a widespread poster campaign, an interactive web experience, direct mail and a customized retail experience were part of this fully integrated 360 campaign.

At the end the winner took the glory and an imperial gown - created by a local fashion designer and purely made out of re-tailored Nike basketball apparel.

In 2012/13 I was responsible for a couple of Samsung films.

For example the Mark Romanek directed Lebron James film that celebrates LBJ on one his most important days of his career: on his way to pick up his first NBA championship ring right before the season opening game against the Celtics. The film aired during that game and all pictures he took during our film were uploaded on his social channels in real time.

In this print campaign for Nike's ACG brand (All Condition Gear) we pushed real Nike athletes beyond their limits and celebrated epic wipe-outs and crashes as the only way to excellence.

With DARE Nike and W+K decided to talk about something that is almost unmentionable in China: Failure. It is a campaign including a short film about failure and taking risks - an impossible sacrilege in a Chinese society that thrives for perfection and doesn't accept mistakes. In the lead up to the Beijing Olympics 2008 the film draws a parallel to Nike sponsored Chinese athlete Zhu Jianhua during the 1984 Olympics in Los Angeles and celebrates a new generation of Chinese athletes and a new point of view on taking risks and winning.

Build as a 5-series reality TV show for Chinese National TV Kobe Mentu (= Kobe Disciples) is the thrilling journey of 32 basketball players from their street courts in China all the way to Los Angeles into a Kobe training program. The musical score of the series was produced by RZA from the Wu-Tang Clan.

A campaign for Nike Basketball in China that encourages kids to embrace outdoor streetball over organized training. My Game Is Made Outside consists of 4 films shot by Lance Accord showing Lebron James, Amare Stoudemire, Paul Pierce and Jason Kidd talking about their home street basketball courts and what they got out of it.

In 2015 - after a 6 years pause - Activision brought back the classic Guitar Hero with a revolutionary innovation: The live mode let’s you play to a real crowd. We developed a gameplay trailer that introduced the game to the world followed by a launch film starring Lanny Kravitz and James Franco.

A Bungie developed and Activision produced sci-fi shooter game that had its world premiere in 2014. I joined the team in the early briefing and strategy phase in 2012 and run the team since then.

Each year we produced an epic life action film, both directed by Joe Kosinski. For the launch of the game we also developed an interactive experience that let you visit the planets and battle fields through Google street view technologies.

Since 2013 I started running the Activision group at 72andsunny. One of their strongest and most popular brands in the portfolio is Call Of Duty. Every year our campaigns consist of a reveal campaign, a launch campaign and a follow up DLC beat.

For the launch of the Nike Ligera shoe in Japan we completely invented the KUROSHIMA FC, ‘The Black Island Football Club’. It was an absolutely fictitious highschool football team on a small island South of Kyushu (note: the island exists, but has less than 200 inhabitants) but with realtime following throughout Japan.

We made people believe that the entire team trained in the new Nike Ligera while their team captain Shin was sharing daily their creative and unconventional training methods with photos and films on his unbranded blog. All the featured products were obviously Nike.

The engagement rate spiked up to 20.000 page views per day. In the football community it created a vivid discussion about the lack of creativity and brilliance in football training in Japan.

The Ligera came in a customized Nike shoe box designed by Japanese street artist Esow. 

In a series of three films a stickman challenges Nike athletes in Football, Basketball and Frisbee. Filmed by Paul Hunter and exclusive music scores by Pharrell Williams.

What happens when you put 24 of the world's best football players in a cage to battle in a secret tournament? Directed by Terry Gilliam and hosted by Eric Cantona we were able to get the 3 minutes version of this epic event aired on International TV. The music is Elvis' A little less conversation remixed by JXL (first remix ever done with an Elvis song) and became an International no. 1 hit right after the film launched.