What IV Boston’s New Commercial Means For Boston

By: Seamus Fay

Boston is a city majorly defined by its success in sports. Surely, this reputation is not without merit, as years and years of championships and dynasties are sure to do this to one’s identity. But in 2018, during a time of flourishing art communities and more than enough creativity coming out of Boston, it’s time that a connection is bridged between these two worlds, allowing the city to prosper as a whole rather than in just one area of entertainment.

Here to accept this challenge is Sean Milliken of IV Boston. By presenting the city’s lesser-known history (by this, I mean the figures outside of your Tom Bradys and Larry Birds) in the context of fashion, Sean has been tirelessly working to pay tribute to the numerous legends that have made their mark in the city’s history over the years. 

His latest act — the first ever IV Boston commercial, equipped equally with scenes of Boston sports culture as it is with Boston arts culture.

Originally aired during the Celtics vs. Cavaliers game on November 30th, this commercial offers cement proof of bridging the aforementioned gap that so many have worked toward bridging over the years. Milliken and his IV Boston team are on the cutting edge of bringing their city’s abundant talent together, and as a witness of this history, we couldn’t be more proud.

We spoke to Milliken about the commercial and the direction of his brand in a brief interview. Read the conversation below.


When did the idea for this commercial come about? How were you able to get so many important figures from the city involved?

I had the idea for the commercial since I started the brand — it’s something I envisioned since the beginning. I still have the notes in my phone dated back to March 4, 2016. Fast forward to this past April/May, I reached out to my friend Gilad (Shadow Lion) who does video work asking him if he would be interested in doing some video/mini-docs for the throwback jerseys I was releasing over the summer. He was down and wanted to get involved. A couple days passed and I was planning the shoot for the Patrick Ewing CRLS throwback kit with Millyz and Patrick’s nephew, Terrance, when Gilad called me. He said he was talking with Tom Brady, whom he shoots a lot of content for, about the brand and said, “we want to make this a bigger thing and shoot a commercial”. As soon as I heard Gilad say those words I was off and running with the idea I always had for a commercial.

We had the camera and crew available for a couple days in May, so I hit up some friends and tried to work out a schedule for the two days we had the equipment, all while knocking out the Ewing stuff, as well. We shot a few more times in the following months when we were able to get everything together at once.

Shoutout to everyone who was involved, it means a lot. And big thanks to Chris Herren for doing the voice over.

How does this commercial communicate the vision of IV Boston?

I feel like Boston has always had this divide between sports and the arts. We have the best sports teams/athletes in the world and it has always baffled me why no one in these high positions, or positions of influence in the city, have ever combined the two or made a connection for local artists with some of the high profile athletes. I’m happy to see it starting to get better, with Stizz voicing Celtics commercials and things like that. I want to see more of that.

So yea, the vision is showing [Jefe] Replay in Dudley alongside Charlie McAvoy taking slap shots, if that makes sense.

I imagine this commercial has to be a dream come true for you, in some ways. Explain the feeling of watching your commercial play during the Celtics game on live TV and what it meant for you. 

It’s crazy, very humbling. Wouldn’t have been possible without Gilad, everyone involved, and the people who support the brand and see what we are trying to do for the city.

Lastly, what can supporters expect from IV Boston in 2019?

The second collection of “Boston Legends” with the throwback kits. We’re releasing four kits in summer 19, telling that history, and giving the city more stories of the local legends while educating the youth on the basketball culture of Boston and Mass as a whole. Definitely some special things in the works.

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