AGENCY: Young and Rubicam
PRODUCTION: YES Network
Young and Rubicam’s print campaign for the NJ Nets heralded a new breed of sports marketing. The hero of their story is the player, his goals, his power; here, we get a window into his mindset and determination outside of the action of the game.
The YES Network asked us to create a broadcast campaign based on Y&R’s print treatment, transforming it into a pre-season teaser and through-season promo spots. We suggested shooting dramatically lit, lockdown shots featuring the star players, giving us a clean canvas on which to implement the existing type treatment and the ability to manipulate the camera in post-production. The long hours of roto and ensuing carpal-tunnel were offset by the thrill of getting to spend time at the Nets training facility.
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