Jesse Jones
Media Director at Lime Studios
Wellington, New Zealand
TitleDNA Arenas
Agency
Campaign DNA - EA Sports
Advertiser Electronic Arts Inc.
Brand EA Sports
Product NBA Live '08
Tagline How Does It Feel?
Story

NBA Live 08 cover athlete Gilbert Arenas 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 show his every movement in detail. Basketball is truly part of Gilbert’s DNA.

Problem <p> 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. <p/>
Media Type Television
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