PlayStation's new NBA 2K23 spot makes a young fan the star of a basketball game

Ad featuring Luka Dončič emphasizes the video game’s realistic feel on the PlayStation 5

Published On
Dec 09, 2022

Editor's Pick

Sony Interactive Entertainment and popular video game series NBA 2K have joined forces to create a new campaign to highlight just how realistic the game’s latest installment, NBA 2K23, feels on the PlayStation 5 console.

Titled “The Shot Caller” and created by Adam&Eve/NYC, which is one of two agencies the long-running game franchise hired to promote NBA 2K23 this summer, the ad stars Willie Martinez, a young basketball fan who’s shown playing solo in front of his home.

As he’s narrating his own game, a shot clock emerges from his roof, court lines appear on his driveway and a jumbotron sprouts from a tree—and suddenly he’s on the court in a raucous NBA arena, passing to Dallas Mavericks point guard Luka Dončič and scoring the game-winning buzzer-beater.

But at the close of the ad, it’s shown that Willie has been playing as an animated version of himself sporting jersey No. 27 in NBA 2K23 the whole time, highlighting just how life-like the video game feels. It wraps up with the tagline “Feel the energy on PS5; Feel the contact on PS5; Feel the moment on PS5.”

The 60-second ad, which was directed by Terence Neale and debuted on Tuesday, Dec. 8, will be running across TV, digital and social channels in nearly a dozen countries in North America, Europe, Asia and Oceania. 

“The Shot Caller” is the most recent component in NBA 2K23’s global marketing push, which has been in development since this summer with the theme “Answer the Call.” Both Adam&Eve/NYC on the East Coast and its sister agency DDB San Francisco out West have been working on the account.

A few months ago, Phoenix Suns shooting guard Devin Booker and rapper Jack Harlow both starred in the game’s inaugural campaign, which focused on ordinary gamers stepping into NBA legend Michael Jordan’s virtual shoes.

NBA 2K23 has been available for purchase since early September.


Dec 09, 2022
Client :
Sony Playstation
Agency :
SVP Head of Global Marketing :
Eric Lempel
VP Global Marketing :
Isabelle Tomatis
VP Global Partner Mktg Analytics & Monetizations :
Shelby Cox
Global Brand Marketing Director :
Adam Grant
Senior Manager Brand and Platform Marketing :
Dianne Segovia
Brand Manager Global Brand and Platform Marketing :
Melanie Kwan
Group Manager Global Partner Marketing Strategy & Planning :
Josh Viloria
Team Lead Global Partner Marketing :
Alexander Terry
Partner Marketing Manager :
Glenn Stotz
Senior Partnerships Brand Manager :
Alexa Parker
Partner Marketing Group Manager :
Melissa Fricke
Senior Manager Global Sponsorships :
James Oliver
Sr. Manager Partner Marketing :
Jose Sa
Senior Lead Creative Agency and Localization Mgmt :
Renee Holt
Client :
Chief Marketing Officer :
Melissa Bell
VP Head of Global Marketing :
Alfie Brody
VP Global Creative Marketing & Design Services :
Sami Thessman
Senior Director Global Marketing :
Sophia Formoso
Senior Director Global Communications :
Leah Barash
Director Global Marketing Strategy :
Benji Han
Brand Manager Global Marketing Strategy :
Joshua Lander
Director Creative Marketing Production :
Kate Mazzeo
Sr. Manager First Party Marketing :
Andrew Walenga
Manager First Party Marketing :
Jenna White
Global Marketing Producer :
Jon Wilson
Chief Creative Officer :
Richard Brim
Executive Creative Director :
Daniel Bonder
Executive Creative Director :
David Brown
Creative Director :
Joel Francke
Creative Director :
Frederick Nduna
Art Director :
Willow Ennen
Copywriter :
Gabe Santana
Chief Executive Officer :
Mat Goff
Managing Director :
James Rowe
Head of Production :
Abbie Noon
Executive Producer :
Adrienne Darnell
Senior Producer :
Jonny Weiss
Account Director :
Andy Chang
Account Executive :
Kenan Moos
Head of Business Affairs :
Matt Friday
Head of Project Management :
Kimmy Harvey
Senior Project Manager :
Rikki Greenspan
Production Company :
Park Pictures
Director :
Terence Neale
Executive Producer :
Jackie Kelman Bisbee
Executive Producer :
Justin Pollack
Producer :
Rozanne Roca-Grey
Head of Production :
Chelsea Schwiering
Director of Photography :
Todd Martin
Editorial :
Cabin Editorial
Managing Partner :
Maggie Meade
EP :
Adam Becht
Editor :
Sam Ostrove
Cutting Assistant :
Talia Pasqua
Producer :
Katy Lester
Finishing + Color :
VFX Supervisor :
Iwan Zwarts
Lead Compositor :
Thomas Panayiotou
CG Lead :
Tuna Unalan
Executive Producer :
Charlotte Arnold
Head of Production :
Perry Tate
Producer :
Ashley Goodwin
Production Coordinator :
Joey Witten
Compositor :
Jake Slutsky
Compositor :
Eric Concepcion
Compositor :
Eric Sibley
Compositor :
Robert Bruce
Compositor :
Remedy Hyun
CG Team :
Justin Diamond
CG Team :
Shihan Barbee
CG Team :
Eddy Estevez
CG Team :
Eric Schnell
CG Team :
Nick Owoyemi
CG Team :
Jackie Liao
CG Team :
Cathy Phan
CG Team :
Kushal Das
CG Team :
Rik Walia
CG Team :
Paul Wei
Colorist :
Mikey Pehanich
Color Assistant :
Sam Howells
Color Producer :
Adam Vevang
Sound Design & Mix :
Sonic Union
Sound Designer :
Rob Ballingall
Mix Engineer & Sound Designer :
Owen Shearer
Producer :
Gina Petrarca
Head of Production :
Pat Sullivan
Music :
The Hogan
Music Supervisor :
Sean Hogan
Composer :
Jordan Crisp

Need a credit fix? Contact the Creativity Editors