For the third consecutive year, Foot Locker has debuted new work for the NBA Draft as part of its ongoing #Approved campaign.
This year’s installment, created by BBDO New York, involves a special Father’s Day tie-in acknowledging one of this year’s biggest draft narratives: Lonzo Ball’s father LaVar becoming one of the most polarizing and controversial sports dads of all time.
The spot features Ball, along with fellow projected lottery picks Jonathan Isaacs, De’Aaron Fox, and Jayson Tatum, reflecting on the role their dads played helping them on their paths to draft night. And while most messages are heartfelt, Lonzo’s memories of LaVar show that their father/son relationship is definitely atypical.
Directed by Kenny Herzog of O Positive, the spot debuted online and will air nationally on ESPN during the live broadcast of the 2017 NBA Draft on June 22.
Credits
Client Foot Locker Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Chris Beresford-Hill, Dan Lucey, executive creative directors; Austin Mankey, Mike Motch, associate creative directors; Tara Leinwohl, executive producer; Rani Vaz, head of music production; Kimberly Blasnik, designer. Production O Positive Kenny Herzog, director; Ralph Laucella, Marc Grill, exec producers; Devon Clark, head of production/line producer. Editorial Mack Cut Nick Divers, editor; Gina Pagano, exec producer; Sabrina-Please Utley, producer; Kenneth Munoz, assistant editor. Finishing Mack Cut Jim Haymow, lead Flame artist; Joseph Miller, Flame assistant. Music JSM Joel Simon, chief creative officer; Jeff Fiorello, exec producer; Norm Felker, producer; Seamus Kilmartin, Joel Simon, composer. Audio Sound Lounge Glen Landrum, mixer. Telecine Company 3 Tim Masick, colorist; Rochelle Brown, producer.
The Japanese-based photo-sharing app FamilyAlbum, isn’t yet a household name in the U.S., but it does boast 23 million subscribers. To help break into the U.S., the brand recently teamed up with creative agency Familiar Creatures to launch its first major marketing campaign in the market.
The campaign includes this :30--directed by Jordan Rodericks via SpangTV--which portrays the pressure a new mother faces as family and friends demand photos of her newborn, immediately after birth, reflecting the high expectations for immediate photo-sharing in today’s connected world.
The satirical tone of the video is designed to capture the humor in real-life situations while promoting the user-friendly interface and stress-relief that FamilyAlbum provides along with free, unlimited storage.
The campaign is tailored for busy families who want a straightforward solution to store and share important moments without overwhelming social media feeds or worrying about privacy.
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