National Basketball Association (NBA) Film, Digital KG’s Back by Butler, Shine, Stern & Partners San-Francisco

KG’s Back

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Industry Video Games/Consoles
Media Film, Digital, Interactive & Mobile
Market United States
Agency Butler, Shine, Stern & Partners San-Francisco
Associate Creative Director Sinan Dagli
Executive Creative Director Tom Coates
Senior Art Director Alex Anderson
Copywriter Patrick French, Cameron Murray
Production Arts & Sciences
Director Tom Scharpling
Released April 2018

Credits & Description

Agency: BSSP
Executive Creative Director: Tom Coates
Associate Creative Director: Sinan Dagli
Copywriter: Patrick French
Copywriter: Cameron Murray
Senior Art Director: Alex Anderson
Account Director: Alex Eley
Account Supervisor: Mal Gretz
Senior Integrated Producer: Fearghal O’Dea
Associate Strategy Director: Halsey Stowe

Client:2K
VP, Basketball Operations: Jason Argent
VP, Sports Marketing: Alfie Brody
Sr Brand Manager: Billy Inglis
Sr. Brand Manager: Andrew Blumberg
Director, Digital Marketing: Ronnie Singh

Production Company: Arts & Sciences
Director: Tom Scharpling
Managing Director: Mal Ward
Executive Producer: Mark Marrie
Head of Production: Christa Skotland
Line Producer: Kristin Porter

Cut and Run:
Executive Producer: Deanne Mehling
Editor: Pete Koob

Yessian Music Group:
Creative Director: Andy Grush
Music Arrangement: James Carey Haun
Executive Producer: David Gold
Sr. Producer: Katie Overcash
Head of Production: Michael Yessian
CCO: Brian Yessian

Company 3:
Colorist: Dave Hussey

Handsome Sound:
Sound Engineer: Chris Forrest

Published: April 2018
Synopsis:
Wanted to send you the first NBA 2K work from BSSP since winning the business back in November last year, which launches today. “KG’s Back” is a digital campaign featuring 15-time NBA All-Star Kevin Garnett (aka “KG”) and actor, podcast host, writer, director, and avid NBA fan Michael Rapaport (White Famous, Atypical). The video offers a peek into KG’s daily routine as he tries to live his new best life, eventually showing the audience how he excitedly returns to the NBA action via NBA 2K18.
The film features a restless Garnett engaging in hobbies such as catching up on his reading, and honing his scrapbooking and needlepoint skills in an attempt to pass the time as he reflects on his career. Meanwhile children’s choir “Nothing but Treble,” joined by a robed Michael Rapaport, follows KG around the house, while singing a new version of Pachelbel's Canon, complete with NBA 2K-themed lyrics. Realizing he can still enjoy the action and excitement of his NBA career by using KG MyTEAM Packs to build his dream roster, Garnett then joins Rapaport for a trash-talk laden NBA 2K18 gameplay session.