Steph Curry Schools His 'NBA 2K' Self in MVP Campaign From Under Armour
Idea Extends to the NBA 2K16 Video Game
Editor's Pick
The Golden State Warriors' Steph Curry is all kinds of amazing on the basketball court, and today, he was officially named NBA MVP for the second season in a row -- after an unprecedented unanimous vote. His 3-pointer record is so outrageous that this season, he even bested his "virtual" self in the "NBA 2K16" video game. Under Armour and Droga5 are having fun with this mind-boggling tidbit in a new ad celebrating Curry's new title and boss skills. The spot depicts videogame Curry looking on with awe at real-world Curry sinking a series of impressive baskets -- shots he'd never seen in the digital space.
But that's not all. Within the game itself, 2K Sports is raising virtual Curry's stats to be more in line with reality by bringing his game rating up to 99 for a 30-hour window (a nod to the player's jersey number). To see the change, players will need to download a roster update, which will also unlock a new MVP colorway of the Under Armour Curry Two shoe.
Under Armour has also been celebrating Curry's skills with a social campaign in which it's released a new film with each 3-pointer he makes on the road to the finals.
Credits
- Date
- May 10, 2016
- Brand :
- Under Armour
- Client :
- Under Armour
- Agency :
- Droga5-New York
- Chairperson :
- David Droga
- Chief Creative Officer :
- Ted Royer
- Group Creative Director :
- Tim Gordon
- Senior Copywriter :
- Ben Bliss
- Senior Art Director :
- Evan Schultz
- Designer :
- Toga Cox
- Chief Creative Officer :
- Sally-Ann Dale
- Head of Broadcast Production :
- Ben Davies
- Executive Broadcast Producer :
- David Cardinali
- Associate Broadcast Producer :
- Isabella Lebovitz
- Head of Interactive Production :
- Niklas Lindstrom
- Executive Design Director :
- Rob Trostle
- Head of Print Services :
- Rob Lugo
- Senior Print Producer :
- Alyssa Dolman
- Retouching Studio Manager :
- Michelle Leedy
- Retoucher :
- Peter Gibson
- Retoucher :
- John Ciambriello
- Global Chief Strategy Officer :
- Jonny Bauer
- Group Director, Strategy :
- Harry Roman
- Senior Strategist :
- Candice Chen
- Junior Strategist :
- Newman Granger
- Communications Strategist :
- Hillary Heath
- Group Account Director :
- Julian Cheevers
- Account Director :
- Bola Adekoya
- Associate Account Manager :
- Scott Bubis
- Senior Project Manager :
- Courtney Kosup
- Project Manager :
- Conner Hall
- Chief Executive Offier and Founder :
- Kevin Plank
- Chief Marketing Officer :
- Kip Fulks
- Senior Vice President, Global Brand Management :
- Adrienne Lofton
- Vice President, Global Consumer Engagement :
- Jim Mollica
- Director, Global Marketing OperationsProcess and integration :
- Teresa Oles
- Director, Global Basketball Communications :
- Tai Foster
- Editorial Company :
- D5 Studios
- Editor :
- Estan Esparza
- Studio Coordinator :
- CJ Trahan
- Post Production :
- The Mill
- Senior Producer :
- Nick Strange Thye
- 2D Lead :
- Nathan Cane
- Colorist :
- Michael Rossiter
- Color Producer :
- Natalie Westerfield
- Color Assistant :
- Evan Bauer
- Music :
- Elias
- Song :
- It's Been Some Time
- Composer :
- Nate Morgan
- Composer :
- Jonathan Scott Manness
- Sound Director :
- Heard City
- Sound Engineer :
- Jeremy Siegel
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