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Johan Arlig/Stefan Copiz/Jack Woodworth, art directors
Jamie Barrett/Craig Mangan, writers
Stefan Copiz/Ari Weiss, associate creative directors
Jamie Barrett, creative director
Jeff Goodby/Rich Silverstein, chief creative officers
PJ Fabbrini, assistant editor
Geoff Hounsell, editor
Christophe Lanzenberg, director of photography
Jennifer Pottheiser, photographer
DaytonFaris, director
Rohan Young, audio mixer
Timothy Plain, associate broadcast producer
Amanda Cox/Jonathan Percy, interactive producers
Diana Young, visual effects producer
Betsey Beale, post-production producer
T.K. Knowles, executive producer
Tod Puckett, executive agency producer
Geoff McAuliffe, visual effects supervisor
Michael Kennedy, retoucher
Lost Planet, editorial company
Bob Industries, production company
Brickyard VFX, visual effects company
Goodby, Silverstein & Partners, ad agency
NBA, client

For the 2008 playoffs, the NBA asked us to develop a campaign flexible enough to promote every single game. The problem was, we had no idea what the eventual match-ups would be. Our solution was to go out and shoot three players from each team in playoff contention. Eighteen teams and fifty-four players later, we had a vast library of both film and stills that could be used to feature players from any potential series. In television spots, print, digital and outdoor, we were then able to pair each new set of opponents as the playoffs progressed. And when the Celtics and Lakers reached the finals, we were also able to film Magic Johnson and Larry Bird, helping to build drama around the most historic rivalry in the game.

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