Animation spices up new ‘NBA on ESPN’ campaign by Arts & Letters
U.K. design firm Ilovedust punches up hoops highlights, reflecting the unpredictability of the new season
Editor's Pick
The NBA is something of a highlight factory on its own, but the thrills are punched up a notch in Arts & Letters’ new ad for “NBA on ESPN.”
The agency engaged U.K. animation design company Ilovedust to produce an array of art styles such as comic book art, retro video game graphics, explosions and multiple typefaces to accompany reels of electrifying on-court highlights in the ad, titled “This Time Is Different.” The approach was inspired by the disruptive effect of young talent in the league and the team reshufflings that have given the coming season an air of unpredictability.
“The NBA has always felt like a reflection of the wildly varied styles and personalities of its players,” said Mike Behrends, creative director at Arts & Letters. “This on-court melting pot served as our collective guide to create a campaign that’s as alive, dynamic and, most importantly, different as the pivotal moment the league is in this year.”
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Swagger and attitude are imparted by the narration of Killer Mike, whose hip-hop duo Run the Jewels provides the ad’s soundtrack, “Oh My Darling Don’t Cry.”
“This Time Is Different” is the fifth installment of the “It’s NBA on ESPN Time” platform. The campaign launched during the 2020-21 season with an evolving tagline around the notion of time, including “It’s Anyone’s Time” in 2021, “It’s a Beautiful Time for Basketball” in 2022 and “The Time Is Now” in 2023.
The NBA season debuts Oct. 22; ESPN’s coverage starts Oct. 23.
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Credits
- Date
- Oct 10, 2024
- Client :
- ESPN
- Agency :
- Arts & Letters Creative Co.
- Founder/ECD :
- Charles Hodges
- ECD :
- Molly Jamison
- Director of Strategy :
- Andy Grayson
- Creative Director :
- Chris Kim
- Creative Director :
- Mike Behrends
- Creative :
- Sam Case
- Creative :
- Jacob Castillo
- Head of Production :
- Lisa Setten
- Executive Producer :
- Calleen Colburn
- Producer :
- Zack Sabin
- Music Supervisor :
- Cam DiNunzio
- Director of Business Affairs :
- Lenora Cushing
- Business Affairs Manager :
- Jennifer Kmetzsch
- Group Business Director :
- Martin Madriaga
- Business Director :
- Guy Campbell
- Business Manager :
- Salim Collins
- Strategy Director :
- Zack Stergar
- Chief of Staff :
- Sara Kastner
- Director of Creative Management :
- Kait Sutherland
- Creative Manager :
- Ryan Dunstan
- EVP Creative Studio & Marketing :
- Tina Thornton
- VP Sports Marketing :
- Curtis Friends
- Director Sports Marketing :
- Lauren Gorajek
- Associate Director Sports Marketing :
- Thierry Lockard
- Associate Manager Sports Marketing :
- Maximo Reyes
- Associate Manager Sports Marketing :
- Mohammed Ahmed
- Associate Director Creative Production :
- Matt Cheron
- Senior Director Creative Studios :
- Paul Meehan
- Producer Creative Studio :
- Edward Nieves
- Associate Producer Marketing Operations :
- Chelsea Mikell
- Creative Director Music :
- Kevin Wilson
- Production Company :
- ilovedust
- Sound Design & Mix :
- Barking Owl
- Sound Designer & Mixer :
- Brian Goodheart
- Mixer :
- Elizabeth McClanahan
- Mix Assistant :
- Henry Gilchrist
- Executive Producer :
- Ashley Benton
- Junior Producer :
- Jenna Pangilinan
- Managing Director :
- Carol Dunn
- VO Talent :
- Killer Mike
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