Fun fact: Rory McIlroy was the first-ever athlete to sign a partnership deal with Bose. After a year of simple product endorsement ads (“Rory wears Bose headphones because Rory only wears the best” kind of thing) we decided to do something ambitious — a longform Rory story about the values he and Bose share. Excellence. Determination. Perseverance. Etc. So we came up with the line “Better never quits,” began gathering assets, engaged the amazing Malloy Brothers to shoot it, and a few months later, this was the result. It was so successful for the brand we created a series out of “Better Never Quits” that extended to our NFL, USSA, & F1 partnerships, too. (The Russell & JJ films shown here were directed by the fantastic Judd Ehrlich.) My work included: Creative direction - Copywriting - Content strategy - Video - Screenwriting - Editorial content - Online banners - Social media - Print.