A campaign from New York Knicks parent company Madison Square Garden Entertainment celebrated the team’s NBA Playoffs qualification through a campaign called ‘All In, All One: New York Forever’ which celebrates the spirit of the city and builds hype ahead of the team’s first knockout series.
The campaign is based in Knicks jerseys and the team’s signature blue and orange colours.
It was spearheaded by a 90-second spot, backed by a 30-second cut-down, is fronted by hometown comedian Tracey Morgan and revels in the excitement on the streets when the Knicks are in the playoffs and all the possibilities that the hoops season climax might bring.
Created in-house with Heller Films Director Nicolas Heller, the campaign rolled out from 14 April – one day ahead of the team’s Playoff Game One against the Cleveland Cavaliers – and asserted that ‘NYC is different during playoff time’.
The campaign was created by client Madison Square Garden Entertainment Creative Directors Tony Muller, Rami Levi, James Winner and Chris Lane, with Copywriter Jay Ahn and Executive Producer Ali Curtis, while production was handled by Heller Films with Director Nicolas Heller.
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Boasting 1.1m Instagram followers on his @newyorknico handle, Heller is a documentary and commercial director best known for authentic stories of the unique people and places in his hometown of New York. He has previously worked with many of NYC’s best known celebrities like John Leguizamo, John Turturro, Edie Falco, Jerry Seinfeld, Fran Leibowitz, and Remy Ma and has collaborated with brand clients including Nike, State Farm, Marc Jacobs, Tory Burch, the DC Lottery, Jagermeister, JetBlue, and more.
This campaign perfectly illustrates Director Heller’s skills at putting genuine, authentic people at ease and this capturing their true essence and personality on camera.
Not for nothing is he known as ‘The Unofficial Talent Scout of NYC’.
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