Adidas: The Detailed Mechanics of a Commander – Dwight Howard

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Released:	May 2009
Advertiser:	ADIDAS
Brand name:	ADIDAS BASKETBALL APPAREL
Agency:	180 LA
Country:	USA
Category:	Clothing & footwear
Tags:	Sport

Credits:

Dwight Howard and Derrick Rose have a lot to celebrate. Superman was tapped as Defensive Player of the Year, led All-Star Weekend in Phoenix and is propelling his team towards an NBA Championship title. Rose claimed the coveted Rookie of the Year award, leading his team and establishing himself as the NBA’s newest star.

So how do you congratulate two of the best players in the league? You don’t. Rather you join them and celebrate on their tremendous seasons with the help of some heavy hitters within the world of hoops and hip-hop.

180LA reached out to FreeDarko, a leading blog voice within the world of hoops and author of The Macrophenomenal Pro Basketball Almanac, and the result is two fully animated videos highlighting the inner-workings of Dwight and Derrick. Their uniquely stylistic approach to analyzing both players’ game and strengths comes to life through the deep telling voice of Chali 2Na from Jurassic 5.

William Gelner, Executive Creative Director, 180LA: "What if you could see the inner workings of an NBA superstar? What if you could make all the heart, drive, soul and other intangibles, tangible? That was the idea behind our adidas basketball campaign congratulating Derrick Rose and Dwight Howard for becoming rookie of the year and defensive player of the year, respectively."

Amir Farhang, Copywriter, 180LA: "Playing at this level requires athletic abilities so fantastical, they border on the super human. Animation seemed like a logical way to bring these things to life."

Joel Rodriguez, Art Director, 180LA: "We see everything from the physical to the metaphysical including their spirit animals like the ibex."

The result is an uncanny analysis of both Dwight and Derrick spotlighting their roles as the ultimate Commander and Creator, leading their teams and the performance revolution of the game. TECHFIT PowerWeb and Padded, the official compression gear of the league, is featured in both player spots along with Team Signature footwear. The films accredit adidas gear with bolstering both athletes to the super-human levels we have all come to know and expect from Dwight and Derrick.

adidas Basketball Films

The Inner Workings of A Creator – Derrick Rose

The Detailed Mechanics of a Commander – Dwight Howard

Client: adidas
Name: Ryan Morlan Global Director of Communications, adidas Basketball
Name: Lia Vakoutis Global Manager of Communications, adidas Basketball

Agency: 180LA
Executive Creative Dir: William Gelner
Creative Director: Grant Holland
Creative Director: Gavin Milner
Art Director: Joel Rodriguez
Copywriter: Amir Farhang
Executive Producer: Peter Cline
Producer: Kate Morrison
Junior Producer: Dave Stephenson
Account Director: Chad Bettor
Account Manager: Kirk Johnsen
Account Executive: Jared Jue
Business Affairs: Audra Brown

Production
Production Co.: The Ebeling Group
Animation Co: Tennant
Director: Hilton Tennant
Executive Producer: Mick Ebeling
Senior Producer: Neil van Harte

Illustration
Illustration: Freedarko

Editorial / Off-Line Edit
Editorial Co.: 180 Editorial
Editor: Jeffrey Elmont / Chris Hall
Producer: Dave Stephenson

Recording / Mix
Recording Studio: Beacon Street Studios
VO: Chali 2na
Final Mix: Beacon Street Studios

Music/Sound Design
Music: Original
Music Company: Beacon Street Studios
Track Title: Dwight Howard / Derrick Rose
Composer: Beacon Street Studios
Music Co. Producer: Adrea Lavezzoli / Nicolette Guidotti
Sound Design Co. Beacon Street Studios
Sound Designer: Beacon Street Studios
Sound Design Producer: Adrea Lavezzoli/Nicolette Guidotti