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