Cannes Lions
2K, New York / NBA 2K / 2023
Overview
Entries
Credits
Background
‘Shot Caller’ gives viewers the chance to feel like they are in an electrifying, high-octane NBA Finals game, simulating the immersive feeling of haptic feedback from the PS5 DualSense controller.
Idea
A shot clock bursts through the roof of his house, court lines crackle onto his driveway and an epic jumbotron lights up his yard. With all of that and a little help from Mavericks All-NBA point guard Luka Dončić, Willie Martinez experiences NBA 2K23 like never before on the PS5.
Right in the final moments of an NBA Finals Game 7, Martinez shoots and sinks the game-winning buzzer beater. Viewers are then taken from the stadium through a television into Willie Martinez in his bedroom, revealing that he has been playing NBA 2K23 on his PlayStation the whole time.
Strategy
The 60-second film, introduces viewers to Willie Martinez. While playing on his driveway, this basketball fan imagines he’s in the last seconds of a real NBA game. Just as he starts narrating his plays, his words come to life before his eyes, transforming the world around him. Tapping into both real-world and digital gameplay
and taking fans on an immersive journey to experience basketball greatness.
Outcome
The Shot Caller Trailer for NBA 2K23 was strongly well received and amplified players awareness and interest and played a role in uplifting in installs shortly after its release.
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