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

Published On
Oct 10, 2024

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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