Abandon Editorial Celebrates the Unifying Passion of Sport in New Spots

A new Fanatics campaign, directed by Jimmy Derner of WOLFPAK FILMS and edited by Abandon Editorial's Edward Khoma, delivers an emotionally charged message celebrating the unifying power of sports. “Fanatics NBA" and “Fanatics NHL,” embody the unique ability of sports to bring together people from all walks of life, connecting fans through shared passion and unwavering belief.

“I’m always striving to create connection, evoking a natural sense of curiosity, and exploring emotion in concert with the voice and vision of the brand,” notes director Derner, who says he likes to create a safe space for dangerous – aka bold – ideas. “These commercials are an open invitation to be a part of something – whether you are a sports fan or are curious about what that experience and culture can bring.”

The NBA spot captures the electrifying essence of basketball fandom, opening with a celebratory win in the streets. As the camera moves through various vignettes, viewers are transported into the lives of devoted fans, each moment underscored by the tagline, “It’s always with you.”

The NHL spot takes viewers on a similar journey, shifting the narrative to highlight the dedication and daily commitment of hockey fans. It showcases how the experience of believing, dreaming and celebrating wins unites people—whether at home, in the office or across the world. 

“Jimmy is a director who is both meticulous and fearless, and he comes with an editing background so we met with a common language,” says Abandon Editorial’s Edward Khoma. “Working together to create these cinematic narratives was all about identifying key visual and emotional moments that take audiences on a journey that both embody sports fandom and transcend it to hopefully feel electric no matter who you are.”

“This was an ambitious project that was only made possible with creative partnerships. Abandon and Edward welcomed the project, and me, with open arms and really allowed the idea to flourish,” described Jimmy. “Edward’s sense of discovery and commitment to finding the right beats and moments made for the entertaining viewing experience and an embodiment of the Fanatics universe we all were striving for.”