Edward Khoma helps Fanatics Celebrate The Unifying Passion Of Sport

Directed by Jimmy Derner and edited by Edward Khoma, Fanatics delivers an emotionally charged campaign celebrating the unifying power of sports. “Fanatics NBA" and “Fanatics NHL,” embody the way sports brings together people from all walks of life, connecting fans through shared passion and unwavering belief. The emotionally resonant campaign celebrates the unifying power of sports, showing the shared passion that connects sports fans from all backgrounds. Both commercials invite viewers into the electric world of sports fandom, with connection at the core of the experience. 

The NBA spot encapsulates the energizing atmosphere of basketball through candid moments of celebration, embodied by the tagline, “It’s always with you”. The NHL spot takes viewers on a similar journey, shifting the narrative to highlight the dedication and daily commitment of hockey fans. Both showcase how the experience of believing, dreaming and celebrating wins unites people—whether at home, in office or across the world. Derner notes the project’s ambition was amplified by their creative partnership with Abandon, where Khoma’s sense of discovery and dedication to a shared vision helped bring the Fanatics universe to life.