• Loading…

Determination / Defense

Award: Graphite Pencil

Graphite Pencil / TV & Cinema Crafts / Editing / 2010

Most NBA players use music to pump themselves up or get focused before a game. Music and the NBA just seem to go really well together. In 2009 we decided to officially embrace this synergy between music and professional basketball by creating a TV campaign of ‘mashups’. This campaign uses the NBA’s exclusive library of video and audio content to create actual songs. The vocals are the actual sound bites of players and coaches from the NBA put to a beat. The players themselves reinforce the core principles of the league – determination and defense.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again