Devin Booker Campaign Concepts — Confidential
Book 2
Outside
The Lines
Devin Booker × McDonald's × Missing The Pieces
:30 Spot — Broadcast / Digital
Devin Booker vs. Ronald McDonald
"The One-On-One"
Scene Breakdown
Open
EXT. Outdoor Basketball Court — Sunset
Empty court. Devin Booker walks on carrying a basketball. He notices fresh footprints leading across the blacktop.
He follows them. At center court sits Ronald McDonald — silent, staring, wearing the all-blue McDonald's Book 2 Friends & Family sneakers. Devin looks down. Then at Ronald's shoes.
Ronald shrugs.
The Challenge
Center Court — One-On-One
Ronald spins a basketball on one finger. Points to the court. One-on-one. Game on.
Montage
The Run
- Devin hits a smooth pull-up jumper.
- Ronald responds with an absurd sky hook.
- Devin crosses him over.
- Ronald somehow appears in front of him.
- Devin dunks.
- Ronald pulls fries from his pocket and uses one as a whistle.
A crowd of kids starts gathering. Everyone laughing.
Final Play
Game Point
Score tied. Game point. Devin drives — Ronald cuts him off. Devin spins. Step-back. Splash. Game.
Kids erupt.
Button
The Close
Ronald walks over. Points at Devin's shoes — then points at his own blue Book 2s. He pulls out a big brown McDonald's bag, Inside the bag is another pair of the BOOK 2 shoes.
DEVIN BOOKER × McDONALD'S
NIKE BOOK 2 "SEDONA" — Friends & Family
Ronald finally speaks.
CUT TO BLACK.
Format
:30 Broadcast
:15 Social Cut-down
Tone
Playful · Cinematic
Confidence meets wit
Shoe Hero
Nike Book 2
Friends & Family — All Blue
Platforms
TV · NBA League Pass
YouTube · Instagram Reels
:60 Spot — Anthem / Cause
More Than The Game
"Who are you besides the sport you play?"
Scene Breakdown
Opening
Close-Ups — Equipment Beside Hospital Beds
Close-ups of basketballs, footballs, cleats, softball gloves, dance shoes, and jerseys sitting beside hospital beds.
Devin (V.O.)
"Every kid here had plans."
"A season to play."
"A game to win."
"A dream they were chasing."
Ronald McDonald House
Walking the Halls
Devin walks through the halls meeting families. Photos on the walls show children before treatment:
- Playing basketball
- Cheerleading
- Football
- Soccer
- Dance competitions
Workbook Session
Outside The Lines — Small Group
Devin joins a small group session using the Outside The Lines workbook. He asks:
Devin's Story
On Camera
"But it can't be the only thing."
"Because life doesn't always go according to plan."
Emotional Moment
The Photograph
A young basketball player undergoing treatment shows Devin a photo of herself playing before getting sick. Devin sits beside her.
"But there's a lot more in you too."
Closing Montage
Life Outside the Lines
- Kids laughing
- Families together
- Devin signing shoes
- Kids writing in their Outside The Lines workbooks
- Ronald McDonald participating in activities
Final Message
Close
Devin (V.O.)
"The game teaches us how to compete."
"Purpose teaches us how to keep going."
OUTSIDE THE LINES
Because who you are is bigger than what you do. McDonald's × Ronald McDonald House × Devin Booker
A Pitch to McDonald's x nike
Why McDonald's Should Make This Spot
Brand Equity
Ronald McDonald House Already Exists
McDonald's has one of the most recognized cause platforms in the world and an under-told story. This spot finally gives Ronald McDonald House the cultural spotlight it deserves — through the lens of sport, identity, and youth.
Athlete Alignment
Booker Is Already In The Family
The Book 2 collab is live. The shoe is moving. This spot deepens the partnership beyond a product launch and turns Devin Booker into a McDonald's values ambassador — not just a sneaker endorser.
Cultural Moment
Athletes Are Asking "Who Am I Beyond Sport?"
From NIL deals to mental health conversations, the culture is already having this discussion. McDonald's steps into that moment with purpose and a program — not a slogan.
Curriculum Partner
Outside The Lines Provides The Framework
The OTL workbook gives this campaign a tangible deliverable. McDonald's doesn't just air a commercial — they fund a purpose curriculum reaching kids in Ronald McDonald Houses nationwide.
Most cause campaigns end at awareness. "More Than The Game" ends with action — kids writing in workbooks, families with a resource, and McDonald's owning a narrative that no other fast food brand can touch. You already have the house. You already have the athlete. Outside The Lines gives you the program that makes both mean more.
Format
:60 Anthem
:30 + :15 Social Cuts
Tone
Emotional · Grounded
Real, not performed
Cause Partner
Ronald McDonald
House Charities®
OTL Program
Outside The Lines
Workbook + Curriculum
More Devin Booker Commercial Campaigns
Nike · Red Bull
Three additional campaign concepts developed for Nike and Red Bull, each anchored in the Outside The Lines framework.
:60 Spot — Nike · Broadcast / Digital
Nike × Devin Booker
"Outside The Lines"
"Everything y'all been taught… is only part of the game."
Scene Breakdown
0:00 – 0:04 | Open – Ground Level
Black Screen
Sound: Squeak of rubber on tile. Cut to close-up — a clean pair of Nike Book 2s moving down a school hallway. Slow. Controlled. Intentional. Echo of each step.
0:05 – 0:08 | Entry
From The Shoes Up
Camera follows the shoes as they stop at a classroom door. Beat. Camera rises slightly — but never fully reveals him yet. He steps in.
0:09 – 0:14 | The Shift
The Board
Now we see Devin fully. The board reads: PLAYBOOK. He grabs the marker. Adds: "…for life outside the lines". Students look up. Something just changed.
0:15 – 0:20 | First Line
The Challenge
0:21 – 0:44 | Reality
Cross Cut — System Driven
Devin (V.O.)
"Identity… is what you accept about yourself when nobody's naming you."
— Athlete removes jersey in mirror
"Discipline… is what you do when nothing is pushing you."
— Alarm. Snooze. Conflict. Empty gym. Stops. Then pushes through.
"Purpose… is what keeps you moving when nothing's forcing you."
— Scholarship letter, heavy, not celebratory. Coach message, read, ignored.
"Choices… are the moments that define you."
— Turns away from the party. Walks away from peer pressure.
0:45 – 0:50 | The Tool
The Workbook Drop
Back to classroom. Devin places the Outside The Lines workbook on the desk. Students lean in. Quick shot: foot taps subtly under the desk — same Book 2s. Energy is shifting.
0:51 – 0:56 | Transformation Cuts
The Shoe Thread
We subtly track the same Book 2s through each moment:
- Walking away from the party
- Stepping onto the court early morning
- Walking into coach's office
- Walking past distractions
The shoe becomes the through-line of every decision made.
0:57 – 0:59 | Final Line
Back to Classroom
0:59 – 1:00 | Final Frame
Product Shot
Nike Book 2 on a gym floor. Half in shadow. Half in light. Subtle court line beneath it.
Made for life inside… and outside the lines.
NIKE · BOOK 2 · JUST DO IT. OUTSIDE THE LINES.
Brand
Nike
Book 2
Format
:60 Broadcast
:30 Social Cut
Tone
Cinematic · Sharp
System-challenging
OTL Integration
Workbook as prop
Shoe as decision thread
:60 Spot — Nike · Cinematic / Legacy
Nike × Devin Booker
"Vehicle"
"Basketball is the vehicle. Purpose is the destination."
Scene Breakdown
Fade In
Black Screen — Moss Point, Mississippi
SFX: A basketball dribbling in an empty gym. One bounce. Then another. Then silence. Title card fades: Moss Point, Mississippi.
Scene 1 | The Beginning
INT. Gym — Day (Past)
Low angle: a basketball rolls across the hardwood from underneath the goal. Devin's dad stands in the shadows behind it. A young Devin Booker (8–10 years old) steps into frame. No dialogue. No music. Just the sound of sneakers on the floor. He bends down and picks up the ball. Rises into a triple-threat position. Ball tucked. Eyes forward. Ready.
Scene 2 | Transformation
Continuous Shot — Child to Man
As young Devin rises into position, the camera slowly pushes in. Lighting shifts. Sound deepens. The child becomes adult Devin Booker — same stance, same position, same determination. No break in motion.
Scene 3 | The Work
Book 2 Pivot — The Lessons
Close-up: Book 2 sneakers pivot. Hardwood squeaks.
Booker drops lower — more balanced, more controlled. Flashback: young Devin bodied up by his dad in the driveway. Learning. Competing. Growing. Match cut: adult Booker mirrors the exact same movement. The lessons stayed.
Scene 4 | Training Montage
Music Begins — Slow Emotional Build
- Booker dribbling through cones
- Close-up of sweat
- Jump shot release — perfect form
- Flashback: young Devin misses. Dad corrects. "Again. And again. And again."
- Present-day Booker — another jumper. Nothing but net.
Scene 5 | The Question
Empty Gym — The Real Lesson
Wide: Booker stands alone. Flashback — his father sits high in the bleachers. Watching. Teaching. Preparing him for more than basketball.
Dad. A slight smile. A knowing look.
Scene 6 | Reflection
The Gym Goes Dark
Booker stops dribbling. Ball rests in his hands. He looks around the gym — thinking, remembering. The lights begin to flicker. Everything fades to darkness. Only Booker remains visible.
Scene 7 | Purpose
The Community
Dad (V.O.) — Older now. Wiser. Echoing through time.
"What you do…"
— Kids playing basketball. Laughing. Competing. Dreaming.
"Who you become…"
— Booker walking through his community. Shaking hands. Giving high-fives. Showing up.
"Outside the lines…"
— A burst of light. Drone reveal: the outdoor court Devin donated in Moss Point. Packed with kids. Packed with life.
"…is even more important… than who you are inside the lines."
Scene 8 | Legacy
Music Swells — Soulful Vocals (Daniel Stallworth)
Booker walks onto the court. Kids surround him. A kid laces up a pair of Book 2s. Booker passes a basketball to the kid — the kid catches it. Securely. Confidently. Booker smiles. The same smile his father had.
Final Message
Hero Shot
Booker faces camera. Community behind him. The court behind him. The future behind him.
Wide sunset shot. The court is alive. Kids running. Parents watching. Dreams growing.
Purpose isn't played. It's lived.
NIKE · BOOK 2 · JUST DO IT. OUTSIDE THE LINES.
Brand
Nike
Book 2
Format
:60 Legacy Spot
:90 Extended Cut
Tone
Cinematic · Emotional
Father & Son Legacy
Location
Moss Point, MS
Booker's hometown court
:60 Spot — Red Bull · Broadcast / Digital
Red Bull × Devin Booker
"Outside The Lines"
"Red Bull gives you wings… to fly outside the lines."
Scene Breakdown
0:00 – 0:04 | Open – Ground Level
Black Screen
Sound: Crack of a Red Bull can opening. Cut to close-up — a cold can in hand, condensation rolling down the side. Slow. Controlled. Intentional. Echoes of footsteps in a school hallway.
0:05 – 0:08 | Entry
The Walk
Camera follows the Red Bull can swinging in Devin's hand as he walks toward a classroom door. His face hasn't been shown yet. Beat. Door opens. Camera rises slightly — never fully reveals him. He steps in. Takes a sip.
0:09 – 0:14 | The Shift
The Board
Now we see Devin fully. Board reads: PLAYBOOK. He grabs the marker. Adds: "…for life outside the lines." Students look up. Something just changed.
0:15 – 0:20 | First Line
The Challenge
He sets the Red Bull on the desk beside him.
0:21 – 0:44 | Reality
Cross Cut — Red Bull as Through-Line
Devin (V.O.)
"Identity… is what you accept about yourself when nobody's naming you."
— Athlete removes jersey in mirror
"Discipline… is what you do when nothing is pushing you."
— Alarm. Snooze. Conflict. Empty gym. Then pushes through. Quick insert: Red Bull can sitting courtside.
"Purpose… is what keeps you moving when nothing's forcing you."
— Scholarship letter, heavy. Coach message, ignored. Athlete grabs a Red Bull before walking into the empty gym.
"Choices… are the moments that define you."
— Turns from the party. Walks away from peer pressure. Red Bull can crushed slightly in his hand as he chooses differently.
0:45 – 0:50 | The Tool
Workbook + Red Bull
Back to classroom. Devin places the Outside The Lines workbook down beside the Red Bull. Students lean in. Quick shot: a student reaches for the workbook — then notices the Red Bull beside it. Energy is shifting.
0:51 – 0:56 | Transformation Cuts
The Red Bull Thread
We track the Red Bull through each moment:
- Sitting courtside during early morning workouts
- In the locker beside books and notes
- Grabbed before walking into coach's office
- Held while walking past distractions
- Cracked open before sunrise training
The Red Bull becomes the through-line of growth, focus, and elevation.
0:57 – 0:59 | Final Line
Back to Classroom
He takes one final sip of Red Bull.
0:59 – 1:00 | Final Frame
Product Shot
A cold Red Bull can on a gym floor. Half in shadow. Half in light. Subtle court line beneath it. Can hisses softly.
Red Bull gives you wings… to fly outside the lines.
RED BULL · OUTSIDE THE LINES.
Brand
Red Bull
Energy · Elevation
Format
:60 Broadcast
:30 + :15 Social
Tone
Cinematic · Sharp
Focus & Elevation
OTL Integration
Workbook + Can
Both as decision threads
Purpose Isn't Played.
It's Lived.