2K Sports

Daniel Bryan, Rey Mysterio, Never Say Never

Agency: BarrettSF


Advertising agency barrettSF concludes its multimedia marketing campaign with a video showcasing prolific WWE® Superstars to launch this year’s release in the popular WWE® 2K video game franchise. WWE® 2K19 released October 9 for the PlayStation®4 computer entertainment system, Xbox One family of devices including the Xbox One X, and Windows PC.
The theme of the campaign – “Never Say Never” – is brought to life in the ad through the backstories of the featured WWE Superstars, highlighting their improbable individual journeys to WWE stardom.
The commercial is the last in a series of four, all of which are tied together with the “Never Say Never” theme. The prior three ads showcased WWE Superstars “Rowdy” Ronda Rousey and Daniel Bryan, as well as former WWE Champion Rey Mysterio. But, in this final chapter of the campaign, a broad array of WWE Superstars are on prominent display.
From an unlikely ascension of the shorter-statured Rey Mysterio in a land of giants, to former reality star The Miz’s crossover success, to the redemption story of WWE 2K19 cover Superstar AJ Styles, the campaign highlights how each WWE Superstar overcame the odds in visually distinctive ways.
The ad broke on October 1 and will air globally on broadcast, as well as on a variety of digital and social platforms.
“There’s no instruction manual for how to make it in WWE, and ultimately WWE 2K19,” said Todd Eisner, creative director at barrettSF. “Every WWE Superstar’s story is different, yet each has one thing in common – they were all told they’d never make it. It’s fun to celebrate those who make their dreams come true, especially when the dream is as wild as becoming a WWE Superstar.”
barrettSF began its relationship with 2K for the launch of WWE® 2K15 in 2014, making this their fifth year of campaign partnership.

This professional campaign titled 'Daniel Bryan, Rey Mysterio, Never Say Never' was published in United States in August, 2018. It was created for the brand: 2K Sports, by ad agency: BarrettSF. This Film medium campaign is related to the Gaming industry and contains 3 media assets. It was submitted over 4 years ago.


Advertising Agency: barrettSF, San Francisco, USA
Executive Creative Director: Jamie Barrett
Creative Director: Todd Eisner
Associate Creative Directors: Jen Hart, Meredith Karr
Head of Production: Conor Duignan
Senior Producer: Katherine Bruens
Managing Director, Founder: Patrick Kelly
Account Director: William de Ryk
Account Supervisor: Julia Ortinez-Hansen
Production Company: Golden
Director: Wolfbergs
Director / Creative Director: Jake Banks
Editor: Volkert Besseling
Colorist: Luis Silva
Design: Chadwick Halbritter, Chris Murray, Satomi Nagata, Kenneth Robin, Gordon Waltho
VFX / Animation: Aaron Benoit, Jose Ponce, Giancarlo Rondani , Ilya Tselyutin , Luke Yoo
Executive Producer: Matthew Marquis
Line Producer: Rick Brown
Post Producer: Kevin Gallagher
Music House: Tuesday Collective
Composer: Theo de Gunzburg
Sound Design & Mix: One Union
Senior Engineers: Joaby Deal, Matt Wood
Executive Producer: Vickie Sornsilp


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