NBA | TVC with Eric Gordon
The Challenge
NBA: We need you to shoot a TVC with Eric Gordon to promote the upcoming Japan games. You’ve got one hour to shoot it.
The Process
At this point, the idea of having even a day to shoot a TVC seemed like a long-gone luxury. We needed to make a hot promo, it needed to look & feel really slick and it had to connect with the Japanese market.
The first thing that came to mind was Japanese Taiko drums. Inspiration doesn’t always start with music but quite often it can act as an instant catalyst. Next, it was the well-established idea that Japanese culture is all about craftsmanship. The idea then became - what if we show Eric Gordon as a master of his own craft to bridge the connection to the Japanese audience?
Concept done, the story was simple. We tell the story of Gordon’s process, and his mental and physical preparation ahead of the Japan games.
To get all that done in an hour we created meticulous storyboards with a talented illustrator to ensure we knew what shots we absolutely needed for the piece to work. We designed the action around a few specific skills to highlight aspects of Gordon’s craft, which would ultimately build to a climax. And then we shot the hell out of it - 3 cameras, all rolling simultaneously for an hour.
Most of the finesse you see in the final product came together in the edit. The storyboard was a great framework, the shape and form was found in the cutting and trimming.
The Outcome
NBA TV Commercial with Eric Gordon
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