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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 20th Anniversary Edition cover athlete, LeBron James, 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 LeBron’s legacy. Utilizing this “narrative” concept, we worked with LeBron to personally develop a list of words that 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. Continuing the narrative thread, we developed a cover reveal video that used spoken word poetry to tell LeBron’s story through the eyes of the people he’s influenced. Featuring performances by 2 Chainz, Jerreau and Rapsody, our reveal spot combined custom-built sets with archival footage to illustrate how the words from our cover have come to represent LeBron. In addition to introducing LeBron and our cover art, the reveal spot also marked the debut of our 2018 “They Will Know Your Name” campaign.