Being able to be there on the ground floor of such an ambitious effort was special. Google wanted to launch an initiative to accelerate the lives and careers of Black talent in tech, but of course, it first needed a name.

After leading the ideation around the name of this new entity, what it should stand for and what it should communicate, I was fortunate to then build the language and verbal identity, including voice and tone, so that this new collective could stand out and make a strong impact.

After creating those nuts and bolts that TEC could run with, I then applied them to create the language for the site. Developing clear, simple and clean language for maximum clarity, the site tells a story of the potential and promising future of Black talent in the tech industry.

CD/Writer-Anthony Roberts

Design Director-Katie Sadow

Lead Designer- Courtney Perets

Agency-Sylvain

10 Days. It was 10 days from the time I got this brief until this spot was airing on TV. The tightest turnaround of my career came in the form of an anthemic spot entitled “We Got Next” for LeBron James’ More Than A Vote initiative. Tasked with getting young black people passionate about signing up to be poll workers for the Presidential election, I crafted the script and vision, along with my partner, for a celebration of black life, progress and active participation in a less glorious part of the democracy.

The effort was covered by Ad Age, The New York Times and Fast Company among others, as the spot resulted in more than 10,000 people signing up. Humbled by the opportunity to make a difference, the spot aired during the Western Conference and NBA Finals and has 1 million+ views to date on YouTube and was even tweeted out by former President Barack Obama.

CD/Writer- Anthony Roberts

CD/Art- Stephanie Yun-Ju Mitchell

ECD- Stevie Archer

Agency: SS+K

To celebrate it’s 30th anniversary, Nike brought back the iconic ‘Just Do It’ campaign with a modern update. Calling on all athletes to chase their crazy dreams, the campaign reignited the energy and spirit of doing the impossible.

I was fortunate enough to write two spots as part of the overall ‘Dream Crazy’ campaign. The first, a gritty love letter to Chicago through the lens of basketball. The second, telling the story of a phenomenal young player, Aneesah Morrow, who’s looking to be the first woman in the NBA.

Writer: Anthony Roberts

Client: Nike Chicago

Agency/Production: Victory

In collaboration with Virgil Abloh, the NikeLab Re-Creation Center was an ambitious effort aimed at giving young minds an avenue to create, be mentored and explore creative ideas with their peers.

Given the task of crafting language for the effort as a whole, I helped to story tell around the initiative’s purpose, its mentors and collaborators as well as how the center serviced young creative Chicago. Messaging lived digitally across multiple channels and platforms.

The language was crafted around the theme of “From Chicago To The World” which echoes the global trend-setting abilities of Chicago-born creatives.

And you say, Chi city…

Writer- Anthony Roberts

Client: Nike Chicago

Having the opportunity to help rebrand ESPN’s ‘The Undefeated’, a platform that told stories that I respected, was a big deal to me.

But first, we needed a name…

I was inspired to come up with Andscape by combining the many “ands” or facets of the black experience, with a wide open “landscape” for telling multifaceted stories that center on the Black gaze. The name stuck.

Then, we needed to know how to talk about this new thing…

Creating poignant and poetic language that paid homage to our expansiveness, creativity and everyday lives, energy was given to the new identity.

And then we needed to tell people…

The :60 TV spot, which debuted on ESPN, elevates the familiar nuances of shared experience and invites all to participate through an intimate invitation.

Creative Director/Writer: Anthony Roberts

Art Director: Lili Lopez

Design Director: Katie Sadow

When PDX approached me about creating a campaign and language system to counteract the impact of a three-year long construction, I saw a huge opportunity. Inspired by the Japanese philosophy of wabi sabi, which finds beauty in the imperfect and impermanent, the project became a way to bring that to life.

The campaign, “We’ll Keep You Posted,” reframes the construction realities as a necessary part of new and beautiful beginnings. Placing light-hearted messaging on giant post-it notes throughout the airport, the millions of passengers that pass through PDX would be treated to a little levity to lighten their days and their journeys.

Leaning into the beauty of the plants and animals found in the PNW through beautiful, simple illustrations as well as the eco-friendly cause behind the renovations in messaging, the result was an informative, human-centered effort that turned pain points into pivot points (and hopefully got a few smiles, too).

CD/Writer- Anthony Roberts

CD/Art- Kelly Wright

Illustrator- Vee Chenting Qian

Client: Port Of Portland

In my directorial debut, I wrote and shot this fun digital piece for Gatorade with All-Pro running back Todd Gurley. The new franchise, titled “Sweat It Get It” sees athletes sweating it out on a stationary bike trying to answer questions about their stats, teammates and a few curve balls for good measure.

This was my second time working with Gurley, but my first time behind the camera directing the action. The piece ran on Gatorade’s social media channels including Instagram and IGTV. Meant for viewing on mobile devices, the video in its entirety is below.

Writer/Director: Anthony Roberts

CD: Pat McCaren

Agency: Swift

Wanting to communicate authenticity from the start, clothing brand MD-WST Outfitters knew that they had to speak to their roots.

Working directly with the company’s founder to help establish the brand’s core values, overall voice + tone and mission statement, the collaboration led to Made To Withstand emerging as the initial campaign. Showcasing products tough enough to endure the elements and stylish enough to add character, the brand saw a successful launch in Spring 2018.

Tapping into both the outdoor and urban heritage of the brand, the effort was created for multiple digital channels including the brand’s flagship site and all social media outlets.

As part of Nike's Super Bowl 2016 efforts, the brand wanted to launch a new service during the hoopla of the biggest game of the year. An incredible experience was created for Nike+ members as some of the NFL's fastest players delivered Nike's fastest products right to their front doors. The disruptive efforts earned a nod in AdWeek. 

The deliveries were documented and released as digital content during Super Bowl weekend, as well as rolled out as a complete digital campaign through Instagram, Facebook, Twitter, email and Nike.com. 

Agency: R/GA

Writer: Anthony Roberts

Creative Director: Ty Johnson

Art Director: Roberto Salas

Design Director: Rasmus Wangelin

Legends live forever. TimBuck2 was a legend.

The Chicago-bred Heavy Hitter DJ impacted the world with his innovation, love for the culture and commitment to his craft. So when Nike reached out and asked if I would help with the storytelling around the launch of the super-exclusive Timbuck2 Nike Blazer, I said yes immediately.

The Blazer was the DJ’s favorite shoe and the limited-edition release was created with Tim’s favorite features in mind. Having come up in the same circles in the city, I knew Tim personally and it was an honor to help tell his story and bring awareness to the Timothy Francis Jones Foundation, who received the proceeds from the shoe’s auction.

#TimBuck2Forever

I was humbled when Nike Chicago reached out to me to help launch the 2017/18 NBA season and the new Nike Connected NBA jerseys. The ask; capture the essence, spirit and emotion of basketball in Chicago.

Being a native son of the Windy City (and forever Bulls fan), I jumped at the opportunity and created a manifesto that helped guide messaging across digital (see video), social and physical platforms (it was also turned into an installation for the exclusive launch event). 

Check out the manifesto in full below:

Chicago Wants It All

We don’t want just a piece
That’s not how we’re built in the Chi
We’re taught to take everything
Because it’s never been given

We know the game
We put the world up on game
Because we go harder on the hardwood
And we black out on the blacktop

We don’t wait to get noticed
We put the world on notice
And don't just do it, but over do it
For every time we were overlooked

That’s made our game sharper
Ready for the ball at all times
We don’t ask, we take the spot light
Taking the spot we’ve always deserved

Don’t forget that your favorite player
Learned their game from the Greatest player
We were always Air to the throne
Because this is the game’s true home

From Humboldt Park To Hyde Park
Over to Lawndale and up to Lakeview
77 hoods, 3 sides, that’s the 773
Add up the 312 and you got our 6 rings

Our legacy is solidified
But we’re still not satisfied
We’re coming, get ready
Because Chicago Wants It All

When the best ballers from around the world converged on Chicago for the Nike World Basketball Festival, the brand wanted to remind hoop fans who had been there since the beginning. Given what seemed like the enormous task of documenting the brand's innovation history over the past 40 years, I knew I had my work cut out for me. Through research, interviews and nostalgic inspiration, a story 40 years in the making was created. It was turned into a mini-museum, housed inside the 63rd St beach house and immortalized for hoop fans everywhere.

Agency-commonground

Writer-Anthony Roberts

Creative Director-Isaac Perry

Exec. Creative Director-Rob Clifton Jr.

Photo Credit-Jullian Gilliam