The Turner Brothers: Breaking Boundaries in Branded Storytelling with Record-Breaking Nike Collaboration
Invisible Collective filmmaking duo Julien and Justen Turner are rewriting the playbook for branded storytelling. Known for their ability to blend authentic narrative with commercial objectives, their recent collaboration with Nike—a groundbreaking campaign featuring NBA legends LeBron James and son Bronny—has set the advertising world on fire, amassing over 100 million views on social platforms. This success marks a major milestone not only for Nike but also for the Turner Brothers, who have become one of the most sought-after directing teams in the industry.
Diving into the creative process behind their game-changing collaboration, LBB’s April Summers explores their unique approach to filmmaking, and discusses how their backgrounds shape the “urban storytelling” that has caught the attention of global brands like Beats by Dre, Air Jordan, and Adidas. With their roots in sports videography and a passion for world-building, Julien and Justen share how they continue to push the boundaries of creativity and authenticity in their work.
LBB> Hi guys, congratulations on the LeBron spot! What do you think it is about this ad that is resonating with audiences online?
Julien> We think this spot probably resonated with audiences because of its organic approach. As directors working with athletes, our aim is to capture their genuine personalities rather than have them act. By preparing thoroughly in pre-production, we allow athletes to react authentically on set. Our role was to enhance this with smooth production and a touch of camera magic.
LBB> Can you tell us how you got involved with this spot in the first place? Have you worked with Nike before?
Justen> We collaborated with Wieden+Kennedy for the first time this summer on an NBA finals spot, where we successfully turned around a spot with a real rooftop billboard in 72 hours. This swift work seems to have given way to our latest project: the LeBron and Bronny James ad. This partnership has been pretty fruitful, thanks to their innovative ideas. Before that, we only worked with Nike indirectly through the Whitaker Group and their collaborations.
LBB> Tell us about your initial creative process when developing the concept for this campaign – how did you align the idea with Nike’s key objectives?
Justen> The project's creative foundation was laid by copywriter Courtney Fields and art director Tola Oseni, who inspired the rookie prank storyline. We then made the creative decision to focus on practical effects over VFX, investing in art and production design to create an immersive audience experience. We decided to incorporate a hidden third perspective which would allow viewers to be present at the right moment. From there it was all about careful planning and collaboration with our production team, including cinematographer Isaiah Lee, who assured seamless execution.
LBB> How many boxes of Fruity Pebbles were used for the LeBron spot, and how long did it take to clean up?
Julien> Aha. The most important question. While we can't recall the exact number of boxes we used, we do know over 400 pounds of Fruity Pebbles were purchased and used on set. We meticulously rehearsed the stunt, timing the clean up multiple times before shoot day, determined that each reset for another cereal spill could take about 10 minutes with all hands on deck. The art department was the real MVP of the shoot!
LBB> How do you balance creativity and commercial objectives when working with major brands like Nike, Beats by Dre, and Air Jordan?
Julien> We pride ourselves on being narrative storytellers, no matter the medium—whether it's six seconds or 60 minutes. This approach likely comes from our roots in sports videography and the sneaker world, industries where audiences are engaged regardless of the content. This freedom allowed us to experiment and craft unique stories that resonate beyond the product itself. When we pitch, we aim to get partners to buy into this vision upfront. We've discovered that our storytelling style seamlessly integrates products, making them part of the narrative rather than a sales pitch. Instead of selling something, we share a story through the product.
LBB> As far as advertising goes, this one is certainly pretty subtle. How do you ensure that your branded content feels authentic and not overly commercial, while still aligning with the brand’s goals?
Justen> Authentic branded content thrives on genuine emotion and performance. If it feels forced or sales-driven, audiences will notice immediately. The key is to evoke a specific emotion, no matter the time constraints. This is why TikTok excels—you can make someone laugh or cry in just three to five seconds. For any content type, starting with identifying and eliciting the right emotion is often the best approach.
LBB> You’ve been described as ‘Urban Storytellers’ – what does this mean to you? How do you incorporate elements of your own backgrounds into your signature style?
Julien> The term 'urban storyteller' stems from our early fascination with world-building lore, influenced by our love of fantasy novels and movies. This passion for crafting worlds has shaped the way we perceive and interpret our surroundings. Through our lived experiences and proximity to certain realities, we've come to see our external world in a similar light. We've also discovered that empathy is most effectively stirred through illustration. Everyone enjoys a good story, and we believe our unique perspective as Black men in America gives us a special expertise in the detailed world-building of our narratives.
LBB> With this in mind, which pieces of work would you say most accurately reflect your style?
Julien> Our latest project 'While You Were Sleeping', with the Whitaker Group, A Ma Maniére and Social Status, best reflects our style. As African American men from the Midwest, we share similar experiences, backgrounds, and audiences as James Whitner, aligning our brand missions to serve and entertain our community.
Over three years, we've built a strong trust with James Whitner, understanding his perspective and translating it into our creative voice. Our collaborations often include in-house projects with our mother as an executive producer, ensuring trust in both narrative and resources. This partnership allows us to execute ideas from scratch, using creativity as a versatile tool to communicate our message. Thus, our work with him truly embodies our style.
Justen> This campaign, a tribute to A Ma Maniére's 10 year anniversary and a celebration of our partnership as filmmakers, is our most ambitious work yet. We've crafted a 25-minute short film accompanied by a comprehensive campaign across seven unique shoes, each with its own piece of content within an original universe we created. We've collaborated with renowned artists and creatives, marking their acting debut, to bring this universe to life. This original piece from us and Dreadhead Films will premiere across the world, including December 17th at the Apollo Theater. For details on how to view the film, check out A Ma Maniere's website.
LBB> Do you have a preferred medium or format for telling stories—such as short films, commercials, or social media content? And if so, why?
Julien> Our preferred medium is short film, allowing us to explore a three-act structure creatively. We appreciate the opportunity to push our boundaries with shorter formats, which often ignite a fresh creative spark within us due to their constraints.
LBB> As creators in the entertainment industry, how do you see the future of storytelling evolving, particularly with the rise of digital platforms and social media?
Justen> The industry is evolving rapidly before our eyes, presenting a chance for us to become trailblazers. With the surge in branded and original content, it's a time ripe for innovation and experimentation. We truly can’t predict the future of storytelling, but we're certainly in an era of exciting trials that could lead to a new creative renaissance.
