Client: Boston Celtics
Agency: Sleek Machine/Boston
Clients: Susanne Canvin, Eileen O’Malley, Kara Hutchinson
Chief Creative Officer: Tim Cawley
Copywriter: Dom Deloya
Senior Art Director: Alan Duda
Account Director: Danielle Allwein
Producer: Tarra Marino
Director: Mike Heid
DP: Kyle Jones / Justin Peterson (Celtics)
Editors: Kyle Jones/William Hui
Final Mix & Sound Design: Mark Wong
Original Music: Brian Hinkley/Gratitude Sound
Synopsis:
Boston’s Sleek Machine, completed a new TV campaign for the Boston Celtics – “Whole New Game” – running now until the end of their playoff run.
Heading into the 2018 NBA playoffs, the Celtics are playing without their superstars and they playoffs are new territory for the young team. So the new campaign highlights when it's playoff time, the rules might be the same, but it's a whole new game.
Heading into the 2018 NBA playoffs, the Celtics were going to be playing without their two superstars, Kyrie Irving and Gordon Hayward. The team would have to rely on many first-, second- and third-year players, several of them starting the first playoff games of their lives. The Celtics had a successful season, earning the #2 seed in the east, but this was entirely new territory for this young team. The odds were stacked against them at the time of the year when the pressure is at its peak. That was the idea behind the 2018 “Whole New Game” campaign.