Project
Details
Challenge
Nash Pictures partnered with the Boston Celtics to produce a commercial for the confidential Bill Russell City Edition jersey reveal. Despite an initial timeline of less than two months, a small team from Nash delivered the full project in just two weeks—while navigating the challenge of filming the unreleased jersey in authentic Boston locations without it being seen ahead of the official release.
Goal
Facing the immense responsibility of honoring Bill Russell, Nash Pictures set out to create a tribute that carried real meaning. Guided by the campaign’s theme—“Paying homage to a true champion and the Gold Standard of what it means to be a Celtic”—every creative choice was rooted in respect for his legacy. The finished video premiered in the arena for Russell’s family, while also airing live during the game and across social media, creating a powerful and far-reaching tribute.
Result
Beyond the commercial, the tribute stretched across Boston, with a banner displayed at City Hall and Russell’s number revealed on the Celtics court. The campaign proved highly successful, earning a New England Emmy Award for Outstanding Program Promotion. Deliverables included a 90s web spot, a 30s broadcast spot, short form social media cutsdowns, and professional stills—all contributing to a powerful, widely seen tribute to a true icon.
