Xbox: NBA 2K19

Credits & Description:

Agency: BSSP
Creative Director: Sinan Dagli
Senior Art Director: Zach Shapiro
Copywriter: Patrick French
Copywriter: Zack Browne
Executive Director of Integrated Production: Vince Genovese
Senior Producer: Jeremy Arth
Account Director: Alex Eley
Account Supervisor: Mal Gretz
Editor: Nico Litonjua
Production Company: MK12
One Union Recording – Mix: One Union Recording
Engineer: Matt Zipkin
Published: July 2018
Synopsis:
New work from creative agency BSSP. Greek Freak: his nickname. 6 Steps: the number of steps it takes him to get across the court. Fear the Deer: his team’s tagline. Rise, as in he’s on the rise to stardom. These are the key words and attributes to describe NBA 2K’s newest cover athlete – its first international cover athlete - Giannis Antetokounmpo, which was officially revealed today.
This launch marks the third installment of the They Will Know Your Name campaign from BSSP; building on the recent launches that have hit over the past month.
Centered on the notion that NBA players like Giannis are becoming cultural icons and legends, however the masses don’t always know his name, this initiative aims to highlight Giannis’ humble beginnings and take fans through his inspirational journey to stardom. A journey which NBA 2K players can emulate through the game, reaching that level of status where one day others will know their name too. Giannis is now a Milwaukee Bucks standout and two-time NBA All-Star, and has earned the nickname “Greek Freak” for his incredible athletic abilities. In addition to phrases which hold significance to Giannis appearing on his Standard Edition cover and video, the video also features a voiceover by his mother, making the piece even more personal.
The They Will Know Your Name campaign first launched on June 5th with the reveal of the NBA 2K19 20th Anniversary Edition featuring cover athlete LeBron James and the introduction of the new NBA 2K19 tagline. That was followed by the release of a mini-documentary featuring newly-drafted basketball star, Trae Young, on June 20th and a stunt at the NBA Draft. Picked #5 overall by the Atlanta Hawks, Trae Young had “They Will Know Your Name” sewn into his suit jacket, which he flashed to the cameras on national TV.