NBA return is a dream in ESPN’s fantastic new campaign


Here is your list for advertising:

  • Ja Morant – Dunks in a Grizzly Bear lake sequence.
  • LeBron James – Throws chalk for the very first time.
  • Devin Booker – Runs a cute driveway in the desert.
  • Steph Curry – Hits a three-pointer in what appears to be a Roger Dean painting circa 1973.
  • Luka Dončić – Airborne horses cannot block his pass.
  • Nikola Jokić – Up in the Rockies, charging hard to the hoop.
  • Giannis Antetokounmpo – Skillfully blocks his own shot. (So ​​his team is…happy?)
  • Kevin Durant – Fly in the sky for a lay-up.
  • Joel Embiid – Avoid the Celestial Defenders.
  • Jayson Tatum – Riding through an Irish storm inspired by the Boston Celtics.
  • Larry Bird, Michael Jordan and Kobe Bryant – All appear via archive footage.

“We want to celebrate the veterans and rookies who make up the NBA today while appreciating the era of greatness we find ourselves in,” A&L creative director Andrew Kong told Muse. “Using images of legends like Bird, Jordan and Kobe was a great way to honor their contributions and compare today’s game with the beauty of years past.”

“Once we chose the players, we built a custom dreamscape around each of them and sprinkled them with Easter eggs that nod to the story and the team of every player”, adds the agency ACD Brett Simone. For example, Curry is not playing in a Yes album cover, but a stylized version of San Francisco. (The Golden Gate Bridge is right there! Squint, people!)

“We want this work to excite all types of NBA fans by celebrating a rare moment in league history – a moment sparked by new debates, new star power and new stories,” said Millie. Tunnell, strategist of A&L. “We wanted to capture this pivotal moment of change and bring our storytelling to life in a new way, visually and emotionally, that matches what the league and the fans are going through.”

Two more spots are available as ESPN prepares for the NBA’s 76th season, which kicks off Oct. 18.


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Creative Credits
Agency: Arts & Letters Creative Co.
ECD: Charles Hodges
Chief Strategy Officer: Andy Grayson
Chief Strategy Officer: Alex Morrison
Strategist: Millie Tunnell
Group Commercial Director: Brenda Schneider
Commercial Director: Hill Shore
Production Manager: Temma Shoaf
Executive Producer: Calleen Colburn
Main producer: Andrea Rodriguez
Assistant Producer: Austin Butler
Creative Directors: NJ Placentra & Andrew Kong & Molly Jamison
Creative Team: Brett Simone, Lillian O’Connor, Steve Gonzalez
Music Supervisor: Cam DiNunzio
Business Affairs Manager: Jennifer Kmetzsch

Client: ESPN
Laura Gentile, Executive Vice President, Commercial Marketing, Networks and ESPN
Emeka Ofodile, Vice President, Sports Marketing
Lucas Ferraro, Director, Sports Marketing
Jason Ritchkoff, Associate Director, Sports Marketing
Maximo Reyes, Associate Director, Sports Marketing
Mohammed Ahmed, Marketing Coordinator, Sports Marketing

Production company: Psyop
Directors: Loren Christiansen, Shane Griffin
Executive Producer: Joe Maggiore
Producer: Cameron Lewis, Rory Hamilton-Battenfeld
Associate producer: Tapy Noun
Publisher: Loren Christiansen
CG Supervisor: Pakorn Bupphavesa
Art Director: Clint Chang
Creators: Tae Kim, Paul Cayrol, Caroline Goehner
Composer: Tingting Li, Galo Gutierrez, Bruno De La Calva, Carl Mok, Christopher Brown
VFX: Nicolas Donatelli
Unreal artists: Pablo Cardenas, Frank Lee, David Pressler
Matte Painter: Andrew Park

Company 3
Colorist: Kath Raisch
Producer: Jake Rioux

Music studio: Consortium
Track: “On and On and On”
Composer: Seth Olinsky
Musical post-producer: Maggie Flatley
Music Editor: Justin Miller

Voice-over: Nana Dadzie

Sound facilities:
Sound of barking owl
Executive Producer – Ashley Benton
Production Assistant – Lily McCann
Mix – Elizabeth McClanahan
Blender Assistant – Mikayla Petersen

Overcoast music and sound
CD: JL Hodges
Engineer: Matt Whitworth


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