NBA 2K23

Answer The Call

Agency: adam&eveDDB


adam&eveNYC has today unveiled a new global creative platform to launch the next instalment of the wildly popular basketball sports simulation video game, NBA 2K23, after winning the business at the beginning of the year.

Twenty-three is the most iconic number in basketball, synonymous with the greatest player of all-time Michael Jordan. adam&eveNYC and NBA 2K have taken inspiration from Michael Jordan to create the brand’s largest ever global campaign, ‘Answer The Call’, that aims to celebrate the greatness within all players.

Rather than focus on and glorify the top 1% of the gaming elite, ‘Answer The Call’ is designed to bring in a wider audience of NBA2K23 players than ever before by showing that everyone who plays NBA 2K23 has a chance for their own shot at greatness. The game itself will feature Jordan Challenges, that allow players to take their own shot at greatness by replaying some of Jordan’s most iconic career moments. Greatness can be achieved in other revamped game modes such as MyTEAM, The City, and MyNBA Eras.

In an anthemic :60 hero launch spot, cover athlete and Phoenix Suns star Devin Booker and American rapper Jack Harlow, who also narrates the film, can be seen flipping the usual script and showing utmost respect for the greatness of seemingly ordinary 2K players. The outpouring of admiration for members of the public from two of the world’s most renowned superstars, works to spotlight the true greatness that lies in us all. The film is set to the soundtrack of the iconic ‘Hypnotize’ by hip-hop legend The Notorious B.I.G and directed by Bradford Young at Serial Pictures who recently picked up a Grand Prix in Film at Cannes.

The launch film is accompanied by multiple companion spots and social content, to be rolled out over the next 6 months in phases. Additional content features an array of NBA stars such as Bulls All-Star Zach LaVine and Chet Holmgren, who was selected second overall in the 2022 NBA Draft by the Oklahoma City Thunder. Later in the year, the brand will give players a chance to memorialize their own greatness both in the game, and in a series of activations across the season.

This professional campaign titled 'Answer The Call' was published in United States in September, 2022. It was created for the brand: NBA 2K23, by ad agency: adam&eveDDB. This Integrated medium campaign is related to the Gaming and Sports industries and contains 1 media asset. It was submitted about 1 year ago.


Client: NBA 2K
Campaign: Answer the Call

Client: 2K Publishing
Chief Marketing Officer: Melissa Bell
VP, Head of Global Marketing: Alfie Brody
VP, Global Creative Marketing & Design Services: Sami Thessman
Senior Director, Global Marketing: Sophia Formoso
Director, Global Marketing Strategy: Benji Han
Director, Creative Marketing Production: Kate Mazzeo

Creative Agency: adam&eveNYC
Chief Creative Officer: Richard Brim
Executive Creative Directors: David Brown, Daniel Bonder
Creative Director: Frederick Nduna
Creative Director: Joel Francke
Copywriter: Gabe Santana
Art Director: Willow Ennen
Managing Director: James Rowe
Head of Integrated Production: Abbie Noon
Senior Producer: Jonny Weiss
Production Coordinator: Victoria Glass
Account Director: Andy Chang
Account Manager: Dimandja Utshudi
Senior Project Manager: Rikki Greenspan
Head of Business Affairs: Matthew Friday

Production company: Serial Pictures
Director: Bradford Young
Director of Photography: Shawn Peters
Founder/Executive Producer: Violaine Etienne
Producer: James Graves
1st A.D: Kenny Taylor
Production Designer: Akin McKenzie
Wardrobe Stylist: Tiffany Hasbourne

Editorial: Cabin Edit
Editor: Robert Lopuski
Edit Assistant: Esfandiar Bardon-Rafizadeh
Managing Partner: Maggie Meade
Executive Producer: Adam Becht
Senior Post Producer: Sari Resnick

VFX: The Mill NY
Creative Director: James Mulholland
VFX Supervisor/Lead Flame: Tom McCullough
Flame Artist: Luke Bedillion, John Yu, Taylor Feld, Alex Postelnicu
CG Supervisor: Justin Kurtz, Roberto Maki
Executive Producer: Clairellen Wallin
Producer: Greg Behrens
Associate Producer: Chloe Gauthier

Audio: Wave Studios NY
Sound Designer & Mixer: Aaron Reynolds & Isaac Matus
Executive Producer: Vicky Ferraro
Producer: Eleni Giannopoulos

Color: Company3
Colorist: Kath Raisch
Color Assist: Nick Daukas
Senior Producer: Katie Andrews

Music track: "Hypnotize"
Artist: The Notorius B.I.G.
Writers: Christopher Wallace, Sean Combs, Deric Angelettie, Ron Lawrence, Andy Armer, Randy Alpert
Producers: D-Dot, Ron "Amen-Ra" Lawrence, Sean "Puffy" Combs (co-producer)
Publisher: Universal Music


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