We worked really hard to make sure Dwyane knew how much he meant to his fans and to the city of Miami. It was stressful, and exciting, and also pretty sad, but mostly it was an honor.

The campaign was built around a three-day series of tributes focused on Wade’s career and accomplishments. Day one was a retrospective on his most memorable moments as a Miami HEAT player, day two was the official jersey retirement ceremony, and day three was an in-arena screening of the ESPN Films documentary about Wade’s life.