Project Overview

Kevin Durant: Black Consciousness & Perspective

KD's journey to wellness is guided by consciousness, perspective and vulnerability, which he learned from the game of basketball and the places it has taken him. 'Black Consciousness' is a way of life for Black people who see their value and progression towards holistic liberation, which KD embodies through his many endeavors, including philanthropy through the Durant Family Foundation.

Equity In Well-Being:

KD's greatness is matched only by his humility, reflecting that he is only "one of 8 billion." Like most, KD must work to pursue his wellness, both mentally and physically, in order to be of service and help push society forward towards equity.

He hopes that other Black athletes* feel empowered to prioritize their overall health so that they can also support their community's well-being.

This project was intentionally designed to give KD the space to lead the narrative in his own words and on his own terms. Rather than building visuals that were overly scripted or too literally tied to what he was saying, the creative direction focused on capturing his essence—subtle, thoughtful, and present. The goal was to visually reflect his mindset and energy without confining the imagery to a rigid story structure. By allowing KD’s voice to shape the flow, the shoot became a space for authentic self-expression, aligning with the project’s core themes of consciousness, vulnerability, and personal truth.

Scope of Work:

• Concept & Development: Helped to craft a narrative framework and questions that centered Kevin Durant’s personal voice and perspective, allowing the story to unfold authentically through his lived experiences and reflections while touching on Nike's approach to Future Movement.

• Photography: Captured natural, introspective moments that visually represented KD’s essence and mindset.

• Post: Led image selection, color direction, and final OOH asset preparation to preserve the visual tone of honesty, subtlety, and intentionality throughout the final deliverables and placements.