On-court action and an athlete interview from the Li-Ning Liren 7 commercial.
One launch across film, video, and photography
Pan Visuals produced an on-court commercial, vertical product videos, and campaign photography for the launch of Li-Ning’s Liren 7 basketball shoes. Working with Li-Ning and Blink in the Tampa Bay area, the production covered five colorways through basketball sequences, athlete interviews, product footage, and portraits.
The campaign needed to establish the shoe’s connection to the game while giving viewers a clear look at the range. The commercial developed the athlete’s presence and the atmosphere of practice, while the vertical videos and photography provided focused views of the product.
Grounding the commercial in the game
The commercial places the Liren 7 within the concentration and movement of solo practice. Wide court views establish the space around the athlete, then closer framing brings attention to footwork and the shoes. The product remains part of the basketball sequence as the camera moves between these scales.
Athlete interview footage adds a more personal perspective alongside the physical action. The combination gives the commercial room for both performance and personality, with the footwear carried through each part of the film.
Product detail and an athlete interview from the Liren 7 commercial.
Giving each colorway a clear product view
The product work gives viewers time to examine details that pass quickly during a basketball sequence. Close framing draws attention to the shoe’s shape, materials, and color, complementing the wider action in the commercial.
Across five colorways, the vertical videos and photography provided dedicated product images for the launch. This expanded the campaign beyond the main film, with material composed for both a vertical screen and a still image.
Court footage and footwear details from the Liren 7 commercial.
Developing the campaign photography
The photography extends the campaign from basketball action into athlete and product portraits. Reflections on the polished court create a second view of the player and shoes, while a portrait framed by several colorways brings the range together in one composition.
The production moved between court and portrait setups, including photography against a clean background. These settings provided different ways to present the athlete and footwear within the same launch, from a full view of movement to a more concentrated product composition.
The basketball court setting from the Liren 7 commercial.
Behind the scenes: filming an athlete interview on court.
Behind the scenes: a campaign photography setup.
Campaign photography
Court action, reflections, and a portrait framed by the Liren 7 colorways. Campaign photography by Pan Visuals.
Connecting the campaign across formats
The finished work connects the commercial’s basketball setting with the closer product views and portraits. Each format gives a different level of attention to the Liren 7: the film follows the athlete in motion, the vertical videos concentrate on the footwear, and the photographs hold a single composition.
Together, the deliverables gave Li-Ning a campaign with both narrative and product detail. The launch could introduce the shoe through the game and then offer a closer view of its individual colorways.
Footwear in motion in the Liren 7 commercial.
More than 20 million campaign views
The Liren 7 launch brought together an on-court commercial, vertical product videos, and campaign photography produced by Pan Visuals. The campaign has reached more than 20 million views, according to Pan Visuals.
Campaign view count supplied by Pan Visuals, August 2026.
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