Picture this: 'Lift As We Fly' wasn't just a concept—it was a full-blown vision that the Atlanta Hawks brought to us at Ammunition. It's all about channeling the vibe of the blues and the vastness of the sky, reflecting Atlanta's deep-rooted commitment to giving back.

So, we took that inspiration and crafted this whole world where people were soaring with basketballs, pulling off insane slam dunks, all while being part of this tight-knit, supportive community. Our goal? To create a video that not only pumped up the State Farm Arena experience but also captured the heart and soul of Atlanta.

Our journey started with finding the perfect setting—the rooftop courts at the Hilton downtown, with those beautiful blue courts and the iconic Central Park in the background. And let me tell you, we got creative. We shot under plexiglass, organized a massive food drive to show community spirit, and even strapped an action cam onto a basketball for those jaw-dropping shots that really brought the whole thing to life.

We wanted the video to have that youthful, cool, music video vibe, while still honoring the Hawks' commitment to their community. Balancing those visual elements with compelling storytelling was key, and it paid off big time. We wanted to innovate too, so we threw in things like the action cam on the basketball, crazy visual effects for those impossible dunks, and drone shots zipping through downtown and clouds. It was all about capturing that feeling of flight.

From start to finish, our team hustled hard, turning this vision into reality in under two months. We're talking everything from brainstorming to editing, graphic design, sound design—you name it. We kicked off on September 7, 2023, and by October 31, 2023, we had the final videos ready to go. It was all about making a connection with the audience, hitting them right in the feels and leaving a lasting impression.