For James Harden’s second push to MVP, our strategy was to connect James’ unique personality to his unstoppable style of play. We wanted to reframe his character on and off the court as an expression of his individuality. We issued newsprint in key cities encouraging votes for Harden. We also produced four hero films to celebrate different aspects of Harden’s play and individuality. To speak for James, we brought in Robert Powell of Atlanta, as the voice of the fan. Since, you know, Harden is off doing his thing.