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NBA: I'm Why by Translation

Client: NBA
Date: Sep 2017
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In the next chapter of its global ‘This is Why We Play’ campaign, the NBA's ‘I’m Why' campaign showcases various elements of the NBA, from players breaking records to mothers supporting their sons, to fans cheering in the stands, to the employees behind the scenes that make the NBA game nights come to life.

Ahead of the 2017-18 season, which tips off October 17, the new ‘I’m Why’ spots, ‘Tipping Off 2017,’ and ‘Golden State’s Homecourt Advantage,’ use existing footage and documentary-style production to reveal stories of what inspires players and teams on and off the court.

Credits

Agency: Translation LLC

Chief Executive Officer: Steve Stoute

Chief Creative Officer: John Norman

President: Patrick Lafferty

Group Creative Director: Andy Ferguson Creative Director: Chris Araujo

Creative Director: Dave Ramirez

Director of Content Production: Miriam Franklin Senior Content Producer: Leah Donnenberg Director of Business Affairs: Thalia Tsouros Group Account Director: Stanley Lumax Account Director: Agustina Marcos

Account Executive: Jordan Ofsevit

Golden State's Home Court Advantage

Production Company: Voyager

Director: Henry Busby

Executive Producer: Andrew Hutchinson Head of Production: David Brickle

Line Producer: Zein Zubi

Editorial: Final Cut

Editors: JD Smyth

Executive Producer: Sarah Roebuck Producer: Penny Ensley

Assistant Editors: Dan Berk

Postproduction Company: Significant Others Creative Director/Lead Artist: Dirk Greene Post Producer: Alek Rost

Production Coordinator: Kyra Hendricks GFX Artist: Phillip Brooks

Audio Company: Heard City Sound Mixer: Mike Vitacco Audio Producer: Sasha Awn

Color: Color Collective

NY Colorist: Alex Bickel

Producer: Claudia Guevara

Music House: Walker

EP: Peter Gannon

Senior Producer: Abbey Hickman

Tipping Off 2017

Editorial: Final Cut

Editors: JD Smyth

Executive Producer: Sarah Roebuck Producer: Penny Ensley

Assistant Editors: Dan Berk

GFX: Shotopop

Creative: Creative: Richard Payne & Ionut Lupu Producer: Casper Franken

Postproduction Company: Significant Others Creative Director/Lead Artist: Dirk Greene Post Producer: Alek Rost

Production Coordinator: Kyra Hendricks

Audio Company: Heard City Sound Mixer: Mike Vitacco Audio Producer: Sasha Awn

Color: Color Collective NY Colorist: Alex Bickel Producer: Claudia Guevara

Music House: Walker

EP: Peter Gannon

Senior Producer: Abbey Hickman

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