With a last-minute change of location for the 2017 NBA All-Star Game from Charlotte to New Orleans, the NBA approached HYFN for help driving daily participation on their voting site while garnering excitement around the game itself. The campaign consisted of broadcast and radio spots, along with a variety of promotional content that could be localized for international partners highlighting the players and the details of the event. We also redesigned the web destination to incorporate new 2017 collateral without extensive re-coding. Above all, the NBA required a partner who could work on a tight timeline to produce a great product.
From the start we rooted our executions in the contagiousness of Louisiana culture. In the simplest form this included references to iconic New Orleans landmarks, along with players and music from the area that would complement the spirit of the game. Trombone Shorty and his iconic brass sound ended up being the perfect fit to set the scene for the spot, with elements of funk, big-band, and classic NOLA flavor.
To set a precedent for our vision, we started with comps incorporating our proposed look and feel with the established NBA style guide. We then used these designs to guide a full storyboard and animatic, including copy cards and a shotlist to serve as a guide throughout the process.
We then visited NBA Headquarters to handpick our footage with with an editor. Once selected, we jumped into editing, working intently within specific NBA guidelines. These included things like equal representation of players from each conference participating in the All-Star Game, along with making sure every player was clearly visible and immediately recognizable.
When it came to copy, we took care to balance the amount of details provided on how to vote (as there were quite a few ways) while bringing the spirit of the NBA alive with a little bayou flavor. Our voice actor was chosen with just as much care as our soundtrack artist, ensuring the same personality was established throughout. Voiceovers were then recorded in a number of variations, making adaptations for different global audiences seamless.
Along with production for the US, the spot had to be localized for global markets including China, Canada, and several other generic markets, resulting in a total of eight different final spots. Along with these, we needed to replicate our established aesthetic in various formats to further drive participation in voting through social media and the NBA app. This included everything from a website reskin, banner ads, TV and web video units, and radio spots.
Piece after piece produced throughout the project was received with praise and gratitude for our team’s creative solutions, timely responses, and thoughtful questions. Throw in the best of the bayou and a dash of cajun charm and you get one very happy client, as well as another project opportunity for Black History Month. Not to mention, a lot of office King Cake.
Smart thinking, compelling design, and a process that flourishes with your contributions.