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“Playoffs On NBA Lane,” Brings Enthusiastic Stars, Passionate Fans, and Legendary Players Together In Honor Of The League’s 75th Anniversary Season

Set in the fictional neighborhood of NBA Lane, “Playoffs on NBA Lane,” directed by the Malloy Brothers for agency translation LLC, follows NBA fans and legends as they descend upon the neighborhood arena in preparation for the 2022 NBA Playoffs presented by Google Pixel. As the children of the neighborhood make their way to the game on the “Hoop Bus,” NBA broadcasters from past, present and around the world welcome fans to this special community where everyone gathers together to watch another NBA postseason. Creative sound company Sonic Union channeled basketball enthusiasm and energy into music supervision and clearance, sound design and mix for the iconic project.

From NBA legends Reggie Miller and Chris Webber’s anticipation for tip-off to actors and producers Issa Rae and Ben Stiller celebrating from afar, the familiar faces and names around the arena each agree on one thing, “I love this game.” In the arena, the show is all about the stars on the court ready to compete in the playoffs, including Golden State Warriors’ Stephen Curry, Chicago Bulls’ DeMar DeRozan, Dallas Mavericks’ Luka Dončić, Philadelphia 76ers’ Joel Embiid, Cleveland Cavaliers’ Darius Garland and Memphis Grizzlies’ Ja Morant. Fittingly, the film is set to iconic theme songs as well as instrumentals of “Trophies” by Drake with Young Money, as each NBA team embraces the singular goal of the postseason.

Brand/Client: NBA
Campaign Title: 2021 75th Anniversary NBA Lane

Spot Title:
Playoffs on NBA Lane

Brand/Client Team: NBA
Chief Marketing Officer: Kate Jhaveri
Senior Director of Marketing & Advertising: Katie Papelian
Senior Advertising Manager: Alexander Wood
International Advertising and Content Manager: Matt Halliwell
Advertising Associate: Caroline Abrams
Creative Consultant: Rudy Crew
Senior Vice President, Entertainment and Player Marketing: Michael Levine
Senior Manager, Entertainment and Player Marketing: Avi Nussubaum
Senior Manager, Entertainment and Player Marketing: Randye Rand
Senior Manager Content Promotions and PSAs: Cory Zalewski

Agency: Translation
Chief Executive Officer: Steve Stoute
President: Ann Wool
Head of Client Services: Susanna Swartley
Executive Creative Director: Jason Campbell
Creative Director: Mina Mikhael
Creative Director: Steve Horn
Art Director: Alyssa Lee
Copywriter: Marisa Valente
Head of Integrated Production: Alison Hill
Senior Producer: Lee Nichnowitz
Junior Producer: Ashley Pineda
Chief Strategy Officer: Sandi Preston
Group Context Director: Joel Rodriguez
Strategy Director: Eric Lopez
Context Strategist: Alex Glaum
Senior Account Director: David Mintz
Account Supervisor: Taylor West
Account Executive: Victoria Jean-Pierre
Sound Design & Mix: Fafu Pfafflin

Media Agency: Mediahub

Production Company: Superprime
Director: The Malloys
Managing Director: Rebecca Skinner
Executive Producer: Charlotte Woodhead
Managing Director / Sales: Michelle Ross
Head of Production: Matt Sanders
Producers: Alexandra Lisee, Sally Hanson & William Green
Production Supervisor: Danielle Billman
Director of Photography: Ross Giardina

Editorial Company: RPS
Head of Production / Executive Producer: Justin Kumpata
Senior Producer: Cynthia Laplaige
Editor: Jamie Foord
Assistant Editor: Michael Shugarman
Editor: Aaron Tompkins
Assistant Editors: Austin Valenti & Ollie Nevin
Senior Cutting Assistant - Social: Ollie Nevin
After Effects: Alex Scott
Managing Director: Eve Kornblum

VFX Company: Parliament

Sound Design & Mix: Sonic Union
Sound Designer/Mix Engineer: Steve Rosen
Sound Designer/Mix Engineer: Rob DiFondi
Sound Designer/Mix Engineer: Rob Ballingall
Audio Post Studio Director: Justine Cortale

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