King James, aka LeBron James, may not have been the king of the NBA Finals this season, but he is still arguably the biggest star in the game, getting his Cleveland Cavaliers to the finals against the odds.
James also rules the basketball gaming industry by being named as the face of the highly popular NBA 2K19, the 20th Anniversary Edition of the video game.
A new campaign for the game revealed its cover athlete in James, with a film featuring the game's tagline, 'They Will Know Your Name' – stemming from the notion that all NBA legends have a story that represents their journey to the point where the world knows who they are.
Well-known artists 2 Chainz, Rapsody, and Jerreau are featured in the film performing captivating spoken word while footage of James’s journey and the game are interwoven. "Is he even human?" asks Rapsody as images from the game and from his televised matches flash on the screen.
2K’s creative agency, BSSP, also designed the game’s new cover art which displays 20 words chosen by James himself. These words around passion, drive and perseverance describe the legacy he continues to build – and are also present throughout the reveal film.
For continuing the King's legacy, our readers voted the spot the US Creative Work of the Week. See the film and artwork by clicking the Creative Works box below.