Playing a game of H-O-R-S-E is a perennial basketball favorite–except this time the playground is on the Internet and NBA star James Harden is taking on all challengers.
Fans were invited to put together short videos of themselves shooting crazy and creative shots. These entries were submitted through Twitter and Instagram to @footlocker with #horsewithharden. Then, on October 1, the best shots were re-created by Harden and tweeted back out through Foot Locker’s Twitter feed. Fans of @footlocker could watch the event unfold online over the course of several hours.
In the end, James proved victorious by beating all comers on the Internet two games to one.
The technical accomplishment was conceived, produced, digitized and executed by Foot Locker’s creative agency partner BBDO.
Here's a challenge recap video of "H-O-R-S-E with Harden."
Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, New York; Chris Beresford-Hill, Dan Lucey, executive creative directors; Jesse Snyder, associate creative director/art director; Tim Wassler, associate creative director/copywriter; David Rolfe, director of integrated production; Joe Croson, associate director of digital production; David Martinez, lead producer; Eric Bloom, shot producer; Courtney Fallow, associate producer; Michael Gentile, production supervisor; Rhys Hillman, sr. digital strategist. Production The Kitchen Lawrence Chen, director; Jonathan Hsu, line producer; Tinx Chan, DP Live Production Support Marcus Taylor, live broadcast switcher; Keith Vogelsong, live editor; Nick Divers, event recap video editor. Music Apollo Studios.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
