National Basketball Association (NBA) Film UNITY by Goodby Silverstein & Partners New York


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Industry Sports Teams & Events
Media Film
Market United States
Agency Goodby Silverstein & Partners New York
Art Director Devin Sharkey
Copywriter Craig Mangan
Production NBA Entertainment
Creative Director Jamie Barrett
Producer Danny Meiseles
Account Supervisor Tanin Blumberg
Editor Erik Johnson, Jack Bibbo, Dj Steve Porter, Dave Becker
Released March 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: NBA
Product/Service: 2010 NBA PLAYOFFS AND FINALS
Production Company: NBA ENTERTAINMENT, New York, USA
Date of First Appearance: May 15 2010
Executive Creative Director: Jamie Barrett
Creative Director: Jamie Barrett
Copywriter: Craig Mangan
Art Director: Devin Sharkey
Agency Producer: Jake Grand
Account Supervisor: Tanin Blumberg
Producer: Danny Meiseles
Editor: Dj Steve Porter/Erik Johnson/Jack Bibbo/Dave Becker
Music: Arrangement By Dj Steve Porter
Account Manager: Nathan Shamban
Editing Company: Gsp Elevel
English Description
Jay-Z owns a portion of the Nets. Justin Timberlake goes to every Laker game. Marvin Gaye sang the greatest version of the national anthem at the 1983 NBA all-star game. And Shaq likes to rap...well...sorta. Most NBA players use music to pump themselves up or focus themselves before every game. Music and the NBA just seem to go really well together. It's been that way for years.
In 2009, we decided to officially embrace the synergy between music and professional basketball by creating a TV campaign of ‘mashups’. Partnering with world famous DJ Steve Porter, the campaign utilizes the NBA's exclusive library of video and audio content to create actual songs.
These ‘songs’ have celebrity singers. The vocals are the actual sound bites of players and coaches from the NBA put to a beat. The players themselves reinforce the core principles of the league.