In this campaign from CP+B LA, NBA 2K16 challenges us to #BeTheStory with a focus on the all-new MyCAREER storyline that was created for the videogame by filmmaker Spike Lee. NBA 2K16 is allowing gamers to star in their own Spike Lee Joint and experience what it’s like to rise to the NBA through an interactive storyline.
This spot has Lee introducing us to the importance of story when it comes to basketball. From street courts to high school and college gyms, to Madison Square Garden, he makes it clear that at every level of basketball, the story is everything. Even the three NBA 2K16 covers designed by 2K and CP+B celebrate the individual stories of this year’s cover athletes–NBA All-Stars Stephen Curry, James Harden and Anthony Davis–by featuring highlights that span their careers. The game covers, TV and online film are the first pieces in a multi-media campaign that will roll out as the year progresses. Like in the game, each piece of the campaign will show how the on and off court drama comes together to tell each player’s story.
Credits
Client 2K Sports/NBA 2K16 Agency CP+B LA Kevin Jones, executive creative director; Cameron Harris, VP/creative director; Nicholas Loftus, Jimbo Embry, associate creative director; Eric Scott, copywriter; Daniel Koo, art director; Kate Hildebrant, VP/director of video production; Sloan Schroeder, VP/executive integrated producer; Addison Born, integrated producer; Jake Welch, content supervisor. Production Plus Productions Cameron Harris, director; Kesshann Cortez, line producer; Peter Deming, Matt Bass, DPs. Editorial Lost Planet, Santa Monica, Calif. Max Koepke, editor; Glenn Teel, assistant editor; Karena Ajamian, post producer; Robert Owens, exec producer. Postproduction Method LA Wenson Ho, Flame artist. Audio Post Lime Studios, Santa Monica Mark Meyuhaus, engineer. Post Company 3 Stefan Sonnenfeld, colorist.
FCB Health New York, an IPG Health company, and SAFE Project have joined forces to create “The Snowball,” a short film that spotlights winter as a common catalyst for dangerous increases in alcohol consumption. In collaboration with creative studio LOBO, “The Snowball” combines a compelling visual metaphor with cutting-edge animation and a haunting soundtrack from Billie Holiday.
As millions embrace “Dry January,” the onset of colder, shorter winter days still leads to an uptick in alcohol misuse, which can lead to liver cirrhosis and other medical maladies and dangerous consequences for one’s life. Speaking to casual drinkers, “The Snowball” visually illustrates how anyone is at risk of becoming addicted to alcohol during this time of year when external climate variables can lead to excess consumption, even if the drinker does not immediately realize it.
Making good on the metaphor, the film follows one man as a quick liquor run gradually devolves into a full-blown addiction as a snowball gradually grows beside him, engulfing his whole life and eventually causing his demise. Set to the tune of Billie Holiday’s “Everything I Have Is Yours,” the film’s pathos is drawn from the sonic integrity of Holiday’s original recording maintained in the sound design as well as the singer’s tragic battle with substance abuse.
This entirely animated film was created using a hands-on, collaborative process rooted in traditional animation techniques, with every aspect of the artwork creation, design, and craftsmanship crafted entirely by human hands. AI-driven tools and processes were brought in during the animation rendering stage, helping the film achieve a distinct visual style that would have been difficult to achieve through... Read More
