Chris Thurman
Art Director at Wieden + Kennedy Amsterdam
Amsterdam, Netherlands
TitlePierce DNA
Agency
Campaign DNA - EA Sports
Advertiser Electronic Arts Inc.
Brand EA Sports
PostedNovember 2007
Product NBA Live '08
Business Sector Video Games/Consoles
Tagline How Does It Feel?
Story
NBA superstar Paul Pierce is made up of all the moves he makes. In this spot utilizing in-game footage and special effects, we see trails and PlayStation3 icons showing his every movement in detail. Basketball is truly part of Paul’s DNA.
Problem
To build anticipation of the launch of NBA Live 08 and emphasize how the newly-added “Go To Move” for each player puts control in the gamers’ hands.
Media Type Television
Length
Creative Director
Creative Director
Copywriter
Account Director
Account Director
Executive Producer Jelly Helm
Executive Producer
Executive Agency Producer
Art Director
Agency Producer
Production Company
Post Production
Audio Post Production
Director
Director
Director
Sound Design Company
Music Company / Composer

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