The Drum Awards Festival - Extended Deadline

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LeBron James was made the face of the 20th Anniversary Edition of the NBA 2K19 game a few months back, and now LeBron is promoting the game with a video stating that he remains ‘King’ for a while longer.

James and rapper Travis Scott team up in the spot, the latest installment of NBA 2K’s ‘They Will Know Your Name’ campaign, in advance of the game’s official release September 11. The campaign highlights the journey that NBA legends undertake, and the narrative they build when reaching the point where their name is known by the world.

In the spot, James tells NBA 2K gamers that it is time for the world to know their names, too. James talks about his reign as ‘King,’ and how it will eventually come to an end as others come for his crown. an analogy for gamers everywhere who can challenge a king like LeBron. The action unfolds with James on a darkened basketball court, with shots of Scott interspersed. James ponders his future, stating that he hears the footsteps coming behind him. The action cuts to kids on a school bus running through the streets, then through school halls. We finally see the number 23 and a wide shot to show James in his full Lakers uniform. The kids burst through the gym door and James runs to confront them, both stopping to ponder their respective legacies and futures.

This installment of the campaign, which was created by BSSP, utilizes TV, OOH, digital and social components.


Client – NBA 2K

Alfie Brody – VP, Sports Marketing

Alan Ho – Global Brand Director

Andrew Blumberg – Sr. Brand Manager

Agency – BSSP

Chief Creative Officer – John Butler

Creative Director – Sinan Dagli

Copywriter – Zack Browne

Copywriter – Patrick French

Sr. Copywriter – Joe Rose

Sr. Art Director – Zach Shapiro

Executive Director of Integrated Production – Vince Genovese

Senior Producer – Jeremy Arth

Account Director – Alex Eley

Account Supervisor – Mal Gretz

Production – SUPERPRIME

Director – The Malloys

Managing Director/EP – Rebecca Skinner

Managing Director/Head of Sales – Michelle Ross

Executive Producer – Colleen O’Donnell

Producer – Carr Donald

DP – Alexis Zabe


Editor – Biff Butler

Assistant Editor – Alyssa Oh

Executive Producer – Raná Martin

Head of Production – Shada Shariatzadeh

Producer – Rebecca Baker

VFX/Finishing - EIGHT VFX

Color – The Mill

Colorist – Fergus McCall

Audio – Lime Studios

Engineer – Jeff Malen