AMAR'E by Goodby Silverstein & Partners San Francisco for National Basketball Association (NBA)

AMAR'E

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Industry Sports Teams & Events
Media Film
Market United States
Agency Goodby Silverstein & Partners San Francisco
Creative Director Jamie Barrett
Art Director Andy Dao
Account Supervisor Mark Schermers
Production Park Pictures
Director Chris Sargent
Copywriter Eric Boyd
Producer Ahnee Boyce
Editor Matt Murphy, Michael Dart Wadsworth
Released December 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: NBA
Product/Service: 2011 NBA SEASON
Agency: GOODBY SILVERSTEIN & PARTNERS
Production Company: PARK PICTURES, Santa Monica, USA
Date of First Appearance: Dec 25 2010
Executive Creative Director: Jamie Barrett
Creative Director: Jamie Barrett
Copywriter: Eric Boyd
Art Director: Andy Dao
Agency Producer: Conor Duignan
Account Supervisor: Mark Schermers
Producer: Ahnee Boyce
Director: Chris Sargent
Editor: Matt Murphy/Michael Wadsworth
Sound Design/Arrangement: 740 Sound Design
Post Production: A52
Account Manager: Jason Bedecarre
Cinematographer: Chris Sargent
Editing Company: Final Cut

English Description
We wanted to show how much desire it takes to make it in the league. To do this we focused on a relatable human experience – the moments we’re becoming who we become and the need to be encouraged to keep at it.

The concept was simple – transport people from today back in time to encourage the players when they were younger and tell them that all hours in the gym, the games, the traveling, the injuries and the doubt will pay off.

We found existing footage from the players’ formative years and combined that with performance featuring fans from today. Kevin Durant gets a visitor who tells him he’s going to make the OKC proud. Two zealous Knick fans can’t wait to see Amar’e Stoudemire in the Garden. A teenage boy tells Steve Nash that his success is going turn his life around.