NBA 2K has been a leader in sports gaming for over a decade. Like basketball itself, the game exists at the intersection of athletics and culture. And with the rise of eSports and connected gaming, the franchise has grown to become a platform for players to become known throughout the world. It’s this insight that led us to our 2018 campaign, “They Will Know Your Name.”
Once we secured our standard edition cover athlete, Giannis Antetokounmpo, we realized the incredible narrative we had to leverage.
It’s through this narrative, through the words of his actions, that the world finds inspiration. The stories we tell are what fuel his legacy.
Utilizing this “narrative” concept, we worked with Giannis to personally develop a list of words that have come to define him. We then created a visual language, inspired by our “They Will Know Your Name” campaign, to bring these narratives to life on the NBA 2K19 cover.
When it came time to reveal Giannis as our cover athlete, we wanted to do something that spoke to the personal nature of his narrative. So, we told his story from the perspective of the person who knows him best: his mother.
We worked with Giannis’ mom, Veronica Antetokounmpo, to provide family photos and videos, as well as perform the voice over for the reveal spot. The emotional authenticity she brought provided the intimacy required to tell Giannis’ story.