Creativity

NBA 2K19 charts LeBron James' journey to fame as he appears on 20th anniversary cover

Campaign by BSSP also includes wording chosen by the basketball legend

By Alexandra Jardine. Published on Jun 05, 2018

Editor's Pick

LeBron James is the cover athlete for NBA 2K19's special 20th anniversary edition, and a new film promoting the videogame charts his journey to fame.

Directed by Angus Wall via Elastic for BSSP, the film features rap artists 2 Chainz, Rapsody and Jerreau performing spoken word poetry centered around the line "How could they have known?" This is interwoven with footage from throughout James' career.

The special edition of the NBA 2K19 game will be available on September 7. BSSP also designed the game's new cover art which displays 20 words chosen by James himself, including "G.O.A.T." It's the second time in five years he's featured on the cover.

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Credits

Date
Jun 05, 2018
Client:
NBA 2K19
Agency:
BSSP
Chief Creative Officer:
John Butler
Creative Director:
Sinan Dagli
Copywriter:
Patrick French
Copywriter:
Zack Browne
Senior Art Director:
Zach Shapiro
Account Director:
Alex Eley
Account Supervisor:
Mal Gretz
Senior Producer:
Jeremy Arth
Associate Strategy Director:
Halsey Stowe
SVP, Basketball Operations:
Jason Argent
VP, Sports Marketing:
Alfie Brody
Global Brand Director:
Alan Ho
Sr. Brand Manager:
Andrew Blumberg
Production Company:
Elastic
Director:
Angus Wall
Director of Photography:
Alexis Zabe
Live Action Producer:
Michele Abbott
Production Designer:
Deborah Evans
VFX Studio:
A52
VFX Supervisor:
Andy McKenna
Flame Lead:
Stefan Gaillot
Flame Artist:
Michael Vaglienty
Flame Artist:
Adam Flynn
Online Editor:
Kevin Stokes
Online Editor:
Gabe Sanchez
Art Director:
Hazel Baird
Designer:
James Levy
Designer:
Jie Zhou
2D Animator:
Steve Biggert
Producer:
Michael Ross
Executive Producer:
Patrick Nugent
Executive Producer:
Kim Christensen
Managing Director:
Jennifer Sofio Hall
Colorist:
Paul Yacono
Color Assistant:
Corey Martinez
Color Producer:
Jenny Bright
Editorial Company:
Rock Paper Scissors
Editor:
Biff Butler
Assistant Editor:
Alyssa Oh
Producer:
Rebecca Baker
Executive Producer:
Raná Martin
Head of Production:
Shada Shariatzadeh
Managing Director:
Jennifer Sofio Hall

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