Title | Go To Move |
Agency | Wieden + Kennedy |
Campaign | NBA Draft - EA Sports |
Advertiser | Electronic Arts Inc. |
Brand | EA Sports |
Posted | June 2007 |
Product | NBA Live '08 |
Business Sector | Video Games/Consoles |
Tagline | How Does It Feel? |
Story | Playing the role of teacher, Gilbert Arenas and his young protégé Kevin Durant square off in a one-on-one battle. Arenas is trash-talking and thinks he can stop Kevin Durant until Durant (starring in his first TV commercial since turning pro) unleashes his Go To Move with a powerful drive to the hoop and dunk. While still maintaining that he is superior to Durant, Arenas acknowledges that his young protégé is ready for NBA Live 08. |
Problem | To build anticipation of the launch of NBA Live 08 leading up to and during the 2007 NBA Draft. |
Media Type | Television |
Length | |
Editing Company | Joint Editorial House |
Creative Director | Jose Cabaco |
Creative Director | Tim Wolf |
Copywriter | Marc D'Avignon |
Art Director | Jayanta Jenkins |
Account Director | Steve Barry |
Account Director | Victoria Krueger |
Producer | Niki Polyocan |
Assistant Producer | Fran O'Connor |
Executive Producer | Jelly Helm |
Executive Producer | Steve Luker |
Executive Agency Producer | Ben Grylewicz |
Production Company | MJZ |
Sound Design Company | Amber Music |
Music Company / Composer | Amber Music |