NBA2K
They Will Know Your Name
Behind every legend is a narrative that shapes their legacy. And it is through these narratives, that the world finds inspiration. This is the story of the launch of 2K19.
CHAPTER I: KING’S NARRATIVE
We designed a series of covers that told each athlete’s story through their own words. First reveal was LeBron’s cover during the NBA Finals with a spoken word poem by Rhapsdoy, Jurreau and 2Chainz.
CHAPTER II: AFTERMATH
The design style went viral. Adapted by the masses and recreated thousands times by ESPN, NBATV, NBC Sports, Bleacher Report, Walking Dead, many other pop culture accounts.
CHAPTER III: GREEK FREAK
After LeBron’s cover, we followed it up with the Greek Freak cover reveal. We told Giannis’ story from the person closest to him, his mom.
CHAPTER IV: CACTUS JACK
We unveiled Executive Music Director, Travis Scott with an exlcusive sit-down interview with LeBron. Following that we’ve released a limited edition Travis Scott cover during ComplexCon.
FINAL CHAPTER: COME FOR THE CROWN
We finally launched 2K19 with a launch spot featuring LeBron and Travis Scott.
Along with our partner NRG, we’ve designed a warehouse in Brooklyn for the launch event.
2K19 ended up being the highest selling 2K game ever.
CREDITS
Creatives: Patrick French, Zack Browne, Cam Murray, Joe Rose
Photography: Pari Dukovic
Directors: Angus Wall, The Malloys
Editorial: Biff Butler
Event: NRG