NBA 2K23 gives players a shot at greatness
adam&eveDDB's spot for the basketball video game shifts the focus to celebrate the potential in ordinary players.
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Credits
View on- Agency Adam&EveDDB/New York
- Production Company Serial Pictures
- Director Bradford Young | (Director/DP)
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Credits
View on- Agency Adam&EveDDB/New York
- Production Company Serial Pictures
- Director Bradford Young | (Director/DP)
- Editing Cabin Editing Company
- VFX The Mill/New York
- Color Company 3/New York
- Sound Wave Studios/USA
- Talent Chet Holmgren
- Executive Producer Violaine Etienne
- Producer James Graves
- DP Shawn Peters
- Production Designer Akin McKenzie
- Editor Robert Lopuski
- Managing Partner Maggie Meade
- Executive Producer Adam Becht
- Senior Producer Sari Resnick
- Creative Director James Mulholland
- VFX Supervisor/Lead Flame Artist Tom McCullough
- Executive Producer Clairellen Wallin
- Producer Greg Behrens
- Colorist Kath Raisch
- Senior Producer Katie Andrews
- Song "Hypnotize" The Notorious B.I.G.
- Sound Designer/Audio Mixer Aaron Reynolds
- Sound Designer/Audio Mixer Isaac Matus
- Executive Producer Vicky Ferraro
- Producer Eleni Giannopoulos
- Art Director Willow Ennen
- Chief Creative Officer Richard Brim
- Copywriter Gabe Santana
- Creative Director Frederick Nduna
- Creative Director Joel Francke
- Executive Creative Director David Brown
- Executive Creative Director Daniel Bonder
- HP Abbie Noon
- Senior Producer Jonny Weiss
- Talent Devin Booker
- Talent/VO Jack Harlow
- Talent Zach LaVine
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Credits
powered by- Agency Adam&EveDDB/New York
- Production Company Serial Pictures
- Director Bradford Young | (Director/DP)
- Editing Cabin Editing Company
- VFX The Mill/New York
- Color Company 3/New York
- Sound Wave Studios/USA
- Talent Chet Holmgren
- Executive Producer Violaine Etienne
- Producer James Graves
- DP Shawn Peters
- Production Designer Akin McKenzie
- Editor Robert Lopuski
- Managing Partner Maggie Meade
- Executive Producer Adam Becht
- Senior Producer Sari Resnick
- Creative Director James Mulholland
- VFX Supervisor/Lead Flame Artist Tom McCullough
- Executive Producer Clairellen Wallin
- Producer Greg Behrens
- Colorist Kath Raisch
- Senior Producer Katie Andrews
- Song "Hypnotize" The Notorious B.I.G.
- Sound Designer/Audio Mixer Aaron Reynolds
- Sound Designer/Audio Mixer Isaac Matus
- Executive Producer Vicky Ferraro
- Producer Eleni Giannopoulos
- Art Director Willow Ennen
- Chief Creative Officer Richard Brim
- Copywriter Gabe Santana
- Creative Director Frederick Nduna
- Creative Director Joel Francke
- Executive Creative Director David Brown
- Executive Creative Director Daniel Bonder
- HP Abbie Noon
- Senior Producer Jonny Weiss
- Talent Devin Booker
- Talent/VO Jack Harlow
- Talent Zach LaVine
This new 2K Sports campaign takes inspiration from infamous basketball player Michael Jordan, who is synonymous with the number 23 shirt, to promote its upcoming game NBA 2K23.
Answer The Call, directed by Bradford Young through Serial Pictures, is set to the soundtrack of the iconic song Hypnotize by hip-hop legend The Notorious B.I.G.
It features athlete Devin Booker and American rapper Jack Harlow, who narrates the spot, flipping the script in an outpouring of support and admiration for seemingly ordinary 2k players.
By shifting the focus away from the top 1% of elite players, the initiative is designed to inspire gamers of all abilities and demonstrating that everyone can have their moment in the spotlight, by replaying some of Jordan’s most iconic career moments themselves.
