JULIEN’S AUCTIONS

Legends in Motion -Featuring THE CHOSEN ONE Jersey of Lebron James

Commercial: Creative / Production / Post

As a long-term partner of Julien’s Auctions, we handle the full cycle - creative, production, and post - of a project.The Lebron James hero piece for Julien’s Auctions’ Legends in Motion sale in Hong Kong was no different. 

Anchored around the “Chosen One”, Lebron James’ jersey, Surrender engaged Michael Lebrecht, who photographed Lebron for the cover, to speak on that momentous day and the man who would ultimately go on to become the greatest athlete of our time.

Legends in Motion -Featuring THE CHOSEN ONE Jersey of Lebron James
Legends in Motion -Featuring THE CHOSEN ONE Jersey of Lebron James
Legends in Motion -Featuring THE CHOSEN ONE Jersey of Lebron James
Legends in Motion -Featuring THE CHOSEN ONE Jersey of Lebron James
Legends in Motion -Featuring THE CHOSEN ONE Jersey of Lebron James
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  • Surrender Pictures partnered with Julien’s Auctions to produce a hero documentary-style film centered on LeBron James’ “Chosen One” jersey for the Legends in Motion sale in Hong Kong. The project framed the jersey as a defining cultural artifact, connecting sports history, photography, and legacy-driven storytelling.

    The film was created to engage collectors, sports audiences, and global viewers through narrative-led auction content.

  • Surrender handled creative development, production, and post-production, anchoring the story around expert commentary from photographer Michael Lebrecht. Production emphasized cinematic presentation of the artifact while maintaining editorial authenticity.

    Post-production focused on pacing, clarity, and historical context to ensure the film functioned across auction marketing, digital platforms, and editorial environments.

  • The film supported Julien’s Auctions’ Legends in Motion sale across global digital channels and promotional materials. It also serves as evergreen editorial content within the sports memorabilia and collectibles space, extending its value beyond the auction itself.

Relevant Work

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Virgil Abloh