Devin Booker and Jack Harlow help players step into Michael Jordan's shoes in first global NBA 2K23 ads

First work from Adam&Eve/NYC focuses on ordinary videogame players

Published On
Sep 12, 2022

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Michael Jordan's player number "23" has a central role in the launch spot for the global marketing platform from basketball video game NBA 2K23—but rather than the player himself, ordinary video game players are the focus of the film.

The campaign was created via Adam&Eve/DDB which won creative duties earlier this year along with sister shop DDB San Francisco. Its tagline, "Answer The Call," is designed to bring in a wider audience of NBA2K23 players than ever before by showing that everyone who plays the video game has a chance for their own shot at greatness. The game itself will feature so-called "Jordan Challenges," which will allow players to take their own shot at greatness by replaying some of Jordan’s most iconic career moments.

The launch film features Phoenix Suns star Devin Booker and American rapper Jack Harlow, who also narrates the film. It shows ordinary 2K players, starting with a young woman staring up at a statue of Jordan, imagining themselves "answering the call" and scoring dressed in Jordan's "23" jersey. The narration starts with the line: "You know that old saying that everyone will get their 15 minutes of fame?" We go on to see videogame players imagining themselves signing shoes, featuring in murals and celebrating the locker room.

The film is set to the soundtrack of the iconic "Hypnotize" by hip-hop legend The Notorious B.I.G and directed by Bradford Young at Serial Pictures, who picked up a Grand Prix in Film at Cannes Lions in June for Channel 4's "Super.Human."

The launch film is accompanied by multiple companion spots and social content, to be rolled out over the next six months in phases. Additional content features an array of NBA stars, such as the Chicago Bulls' All-Star Zach LaVine and Chet Holmgren, who was selected second overall in the 2022 NBA Draft by the Oklahoma City Thunder. Later in the year, the brand will give players a chance to memorialize their own greatness both in the game and in a series of activations across the season.  

“Modern-day greatness is more than trophies and rings," said Dave Brown and Daniel Bonder, executve creative directors at Adam&EveNYC, in a joint statement. "It’s the shoe deals, the hip-hop song shoutouts and the building-size murals. With this campaign, we wanted to give every gamer a taste of the greatness that can be achieved through NBA2K23. Of course, it always helps having Devin Booker, Zach Lavine, Chet Holmgren and Jack Harlow delivering the message.” 

The campaign will run across key markets in the U.S., EMEA and Asia. Media is handled by PHD Media.   


Sep 12, 2022
Client :
NBA 2K23
Agency :
adam&eveDDB-New York
Director :
Bradford Young
Production Company :
Serial Pictures
Chief Marketing Officer :
Melissa Bell
VP Head of Marketing :
Alfie Brody
VP Global Creative Marketing & Design Services :
Sami Thessman
Senior Director Global Marketing :
Sophia Formoso
Director Global Marketing Strategy :
Benji Han
Director Creative Marketing Production :
Kate Mazzeo
Chief Creative Officer :
Richard Brim
Executive Creative Director :
David Brown
Executive Creative Director :
Daniel Bonder
Creative Director :
Frederick Nduna
Creative Director :
Joel Francke
Copywriter :
Gabe Santana
Art Director :
Willow Ennen
Managing Director :
James Rowe
Head of Integrated Production :
Abbie Noon
Senior Producer :
Jonny Weiss
Production Coordinator :
Victoria Glass
Account Director :
Andy Chang
Account Manager :
Dimandja Utshudi
Senior Project Manager :
Rikki Greenspan
Head of Business Affairs :
Matthew Friday
Production :
Serial Pictures
Director :
Bradford Young
Director of Photography :
Shawn Peters
Founder/Executive Producer :
Violaine Etienne
Producer :
James Graves
1st A.D. :
Kenny Taylor
Production Designer :
Akin McKenzie
Wardrobe Stylist :
Tiffany Hasbourne
Editorial :
Cabin Edit
Editor :
Robert Lopuski
Edit Assistant :
Esfandiar Bardon-Rafizadeh
Managing Partner :
Maggie Meade
Executive Producer :
Adam Becht
Senior Post Producer :
Sari Resnick
Visual Effects :
The Mill - New York
Creative Director :
James Mulholland
Visual Effects Supervisor/Lead Flame Artist :
Tom McCullough
Flame Artist :
Luke Bedillion
Flame Artist :
John Yu
Flame Artist :
Taylor Feld
Flame Artist :
Alex Postelnicu
CG Supervisor :
Justin Kurtz
CG Supervisor :
Roberto Maki
Executive Producer :
Clairellen Wallin
Producer :
Greg Behrens
Associate Producer :
Chloe Gauthier
Audio :
Wave Studios
Sound Designer & Mixer :
Aaron Reynolds
Sound Designer & Mixer :
Isaac Matus
Executive Producer :
Vicky Ferraro
Producer :
Eleni Giannopoulos
Color :
Colorist :
Kath Raisch
Color Assist :
Nick Daukas
Senior Producer :
Katie Andrews
Artist/Songwriter :
The Notorious B.I.G.
Songwriter/Producer :
Sean Combs
Songwriter/Producer :
Deric Angelettie
Songwriter/Producer :
Ron Lawrence
Songwriter :
Andy Armer
Songwriter :
Randy Alpert
Music :
Universal Music

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