Client: NBA | Agency: Translation | Role: Senior Copywriter
The NBA was struggling to get people to watch early rounds of the playoffs.
Our answer? Make viewers realize there’s an amazing, gravity defying, put-the-city-on-his-seven-foot-wingspan shoulders, hero playing in every game, every night.
The campaign was so successful that the league had us bring the concept into the start of the next season.
As the playoffs went on, our spots would update with fresh animations and up-to-date highlights to move our comic book narrative along.
Before the championship match-up was set, we ran a spot which highlighted heroes of the past who became legends in the Finals by utilizing classic, archival footage from the NBA vaults.
The off-season was full of big trades which lead to a ton dynamic duos being formed. Lucky for us, we could draw some guys in their new uniforms before they ever actually a played a game in one.
Our Finals spot was able to house some of the biggest plays that the Warriors and Raptors made on their way to the championship. Toronto-native mega-producer Murda Beatz scored this one.
We also celebrated all the local celebrity heroes that put their team on their back from the first tip to the final buzzer.
Our illustrations were also turned into endless pieces of social content, a collab with Stance Socks, and an exclusive line of Nike tees (Drake wore one during the finals and it blew our minds).
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The Source & Men’s Journal, to name a few
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Andy Ferguson, Geoff Proud, Eduardo Petersen, Rachel Leathers, Winslow Dennis, Suzanne Crowe, and many more