ESPN worked with 2C Creative to turn images of two of the NBA’s biggest stars — the Golden State Warriors’ Stephen Curry and the Los Angeles Lakers’ Lonzo Ball — into pieces of pop art for a series of game promos.
Each spot takes a quote from the teams’ respective leadership — the Warriors’ head coach Steve Kerr and the Lakers’ president of basketball operations Magic Johnson — about the two star point guards and morphs that quote into a social-media style meme. Instead of culling from clips, as sports promos typically do, the animated spots feature each team’s colors as well as fun illustrations and sound effects.
“In asking us to help realize their vision, ESPN removed many of the parameters we often have with on-air spots and told us to think differently and think big,” said Marni Wagner, 2C creative director, in a statement. “Yet, even with so much latitude to push the limits of what had been done traditionally, our collaborative brainstorming sessions with the network and our graphic designers were crucial in honing in on just the right feel.”
CREDITS
Client: ESPN
VP, Brand Strategy and Executive Creative Director: Jeff Gonyo
Senior Creative Director: Ryan Campbell
Senior Creative Director: Chris McClure
Senior Writer Producer: Geoff Bird
VP, Sports Management: Seth Ader
Senior Director, Marketing: Mike Kopech
Manager, Marketing: Pat Butkus
Agency: 2C
Chief Creative Officer: Chris Sloan
Creative Director: Marni Wagner
GM, Senior Director of Operations: Nikki Coloma
Lead Designer: Aaron Magee
Lead Editor: Jesus Martinez
Assistant Editor: Williams Naranjo
Executive Producer, Graphics: Bob Cobb
Audio Engineer: Cesar Haliwa
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