Heroes Wanted
NBA — Playoffs & Finals, 2019
THE STORY BEGINS used interchangeable elements that changed as teams were knocked out, creating multiple spots within one — all driven by the voice of Michael B. Jordan.
The NBA tasked us with creating a campaign fit for superheroes. A fantastic world built of live-action game footage and 2D illustrations, drawing fans in to witness the heroic feats bound to unfold during the postseason.
LEGENDS RISE (Finals)
THE FINAL BATTLE (Finals)
To build anticipation for the Finals — Legends Rise spotlights Champions of NBA’s past by re-envisioning each through a heroic-lens. We wrapped up the campaign with a final spot, The Final Battle, a tale revolving around the Eastern and Western Champions themselves.
In The World
The NBA Finals Program Insert (below) is a treasured collectible item. For ours, we reflect on the NBA Finals heroes featured in our historic spot, Legends Rise. (Illustrated by Stefano Caselli)
And the heroic portraits created for The Story Begins were used across outdoor advertising and apparel. (left)
MY ROLE — Art Director
AGENCY — Translation LLC
GROUP CREATIVE DIRECTOR — Andy Ferguson
CREATIVE DIRECTORS — Eduardo Peterson, Geoff Proud
SENIOR COPYWRITER — Steve Horn
STRATEGY — Shon Magharabi
PM — Rikki Greenspan
PRODUCERS — Matt Flaherty, Winslow Dennis, Rob Franklin
DIRECTOR — Ellen Su
ILLUSTRATOR — Conrad Javier
ANIMATION — Aardman Nathan Love
VOICEOVER — Michael B. Jordan EDITORS — John Marinis
ORIGINAL MUSIC — Murda Beatz
SOUND — Cory Melious (Heard City)
COLOR — Alex Bickel (Color Collective)