Slam Dunk Day

My day with Magic Johnson was alongside the TV commercial for Cigna, hence it was important to build an early rapport. We were going to get him in brief blurts within a complicated and busy schedule, so every second was valuable.

Magic was approaching 65 so the creatives at MRM cleverly drew up a script where he was being called “a rookie“ at managing his healthcare by passersby as he moved through his day. 

As the stills team we would get access to him in short intervals, when Johnson had a few spare minutes. The top creative suggested that I get a jumpstart introducing myself, so that when we would inevitably grab him out of nowhere, he would recognize me and deliver an engaged performance for our photos.

On some level this was counter-intuitive, as I’d learned from previous celebrity-centered advertising shoots that is most respectful to give the talent a healthy amount of privacy and personal space. I was practically pushed onto his RV where he was having his morning coffee and getting his makeup done. Nevertheless, he was relaxed, and it was easy to connect with him. 

I knew him as a major sports figure, and a multi-time champion, but I was equally impressed by his business ventures and his role in mentoring young people. After gently teasing him for "going soft" in moving to Los Angeles from Michigan, I asked his advice on how to support young people respectfully and make a real difference in their lives. And then, as instructed, I took a few pictures in the motorhome - I guess that that was my job!

As you can see from this inspired behind-the-scenes photo (shot by agency producer Rachel Max)  the early time I spent with Mr. Johnson paid off beautifully, and we had an effortless and fruitful working relationship.