Kaiser Permanente
Overcome

  • Film
  • Influencer Curation/Casting
  • OOH
  • Print
  • Sound Design

The Challenge

There is a huge stigma associated with mental health, so taking proper care of the mind is often sidelined. Translation had to fundamentally reframe the public’s understanding of mental health and make psychological well-being as important a pursuit as the physical pursuit. We also had to find a way to make the message – and Kaiser Permanente’s multi-year NBA partnership – relevant.

The Idea

Translation focused on the universal truth that the mind is as crucial a part of success as the body. To demonstrate the power of a well-trained mind, we partnered with NBA MVP Stephen Curry – to showcase an athlete who’s built his everyday training around the mind.

The Work

We created “Overcome,” a film that gave fans an inside look at Stephen Curry’s mental training. The immersive film allowed fans to experience Curry’s time in a sensory-deprivation tank, where he spends hours each month meditating to build strong mental health. This disciplined mental training helps him turn chaos to calm – and allowed him to bounce back from the biggest defeat of his career during the 2016 NBA Finals.
Play

“Train the mind. The body will follow.”

We created a stunning underwater world to visualize the real sound bites of negativity that Steph faces every day.

The Conversation

The campaign launched right before the 2017 NBA Playoffs with the long-form film – when all eyes were on Curry. We extended the story and conversation with a series of social videos that let viewers get further inside Curry’s mind and practice.

The Impact: Our Moment

The Warriors went on to win the Finals with a 16-1 post-season record against the Cavaliers – living proof of the power of mental strength. The film was a transformative moment for the mental health conversation, for society at large, and also within the NBA. In a market still opening up to the topic, showing an MVP in a vulnerable light is a game-changing victory.

1

NBA Championship

With a well-trained mind, Curry was able to overcome his internal doubts and lead his Golden State Warriors to a decisive win in the 2017 NBA Finals.

2.4 MM

Organic Views

While everyone was talking about the game of basketball, Translation brought to light the importance of mental training techniques and the mind’s amazing ability to overcome challenges.

98%

Positive Sentiment

By showing the actual mental health techniques of one of basketball’s biggest stars, Translation addressed mental health challenges and took away the stigma.

Award Winning

The film won a Bronze Clio Award in cinematography and was shortlisted for sound design.

more
work

NFL —
Inside These Lines

NFL —
Inside These Lines

With Translation’s help, the NFL made a brand statement built on the values of the game and spread a message of unity on football’s biggest stage, Super Bowl LI.

NBA —
From Hype to Heart

NBA —
From Hype to Heart

The NBA is one of the most popular sports leagues in the world, but the league was trying to find a way to deepen the connection that fans want to feel – to both their favorite team and the game itself. That's where Translation came in.

Beats by Dre —
The Shop

Beats by Dre —
The Shop

We helped Beats steal the spotlight by creating “The Shop” – an online series that featured hot takes and uncensored debates between some of today's greatest players and performers.

State Farm —
Chris and Cliff

State Farm —
Chris and Cliff

With the birth of NBA superstar Chris Paul’s alter ego and twin brother Cliff Paul, we transformed the cultural narrative around insurance and the value of an assist.

HBO —
The Defiant Ones

HBO —
The Defiant Ones

HBO tapped Translation to lead the launch of one of their most anticipated documentary films. Through our innovative, integrated approach, we delivered the largest documentary audience in the history of the network.

Apple Music —
Chapters

Apple Music —
Chapters

Translation told a story of how Apple Music makes streaming music more human. And in doing so, we sparked a cultural shift in the way Black women are portrayed in advertising. The response was electric.

Brooklyn Nets —
Hello Brooklyn

Brooklyn Nets —
Hello Brooklyn

Translation tapped into Brooklyn pride to introduce the borough to its new hometown basketball team.

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