NBA Broadcast Partner ESPN Launches Anthemic ‘It’s A Beautiful Time For Playoffs’ Spot

ESPN launched a visually-arresting, anthemic spot promoting its NBA programming during the 2023 Playoffs called ‘It’s A Beautiful Time For Playoffs’.

An evolution of the sports broadcasting giant’s ‘NBA On ESPN Time’, the 30-second commercial marked the start of the Playoffs and features many of the league’s biggest stars in a utopian computer graphic hoops environment akin to the Mount Olympus home of the Greek gods.

Developed by agency Arts & Letters Creative Co with production from Psyop, the US based sports media giant – which is jointly owned by The Walt Disney Company and Hearst Communications – builds buzz around the end of season competitive push in the form of a fantasy style clash of the game’s greats.

The film showcases animated versions of genuine scenes from the NBA 2022/23 season’s key moments played out on utopian basketball court floating in the clouds hovering at the foot of the Larry O’Brien Trophy set on a mountain summit. It features CGI versions of hoops legends and NBA All-Stars including Jayson Tatum, Kevin Durant, Joel Embiid, Nikola Jokić and Giannis Antetokounmpo.

The spot, which boosts awareness and excitement around the climax of the season, dropped across the media company’s own television, digital and social channels ahead of the AT&T Play-In Tournament (11-14 April), the NBA Playoffs (which begin on 15  April) and ultimately the NBA Finals (which will start on 1 June).

The campaign was created for client ESPN by an Arts & Letters agency team which included Executive Creative Director Charles Hodges, Strategy Directors Andy Grayson and Alex Morrison, Strategist Bodi Karsono, Business Directors Brenda Schneider and Lindsey Kirkner, Business Affairs Manager Salim Collins, Head Of Production Temma Shoaf, Executive Producer Calleen Colburn, Producers Beata Mastalerz, Andrea Rodriguez and Austin Butler, Creative Directors Nj Placentra, Andrew Kong and Molly Jamison, Creatives Zac Milner, Cody Pate, Brett Simone and Lillian O’Connor, Director Of Business Affairs Lenora Cushing, plus Business Affairs Managers Jennifer Kmetzsch and Mary Alice Williams.

Production, post-production and VFX handled by Psyop where the group working on the project included Executive Producer Justin Booth-Clibborn, Directors Loren Christiansen and Shane Griffin, Producers Hanna Stolarski and Tapy Noun and Designer Clint Chang, with VFX Artist Steve Hallquist, 2D Lead Bruno De La Calva, Lighting Managers Clint Chang and Vitaliy Yakin, Compositors Galo Gutierrez and Rene Reyes, Editor Loren Christiansen and Colourist Brandon Sanders.

Comment

This campaign builds on the sport media behemoth’s 2022/23 NBA season tip-off campaign in October called ‘It’s A Beautiful Time For Basketball’.