APPLE / GLOBAL / '20

The Underdogs are back, navigating their new normal with lots of unknowns but one reliable constant: Apple helps unleash their creativity and productivity even when they’re working from home.

It’s still a world of deadlines, meetings, group chats, conference calls, coworkers, and bosses. But it’s also a world of kids, a dog, and a hairless cat. And it’s a world where collaboration never misses a beat, whether the team uses iPad, iPhone, iMac, MacBook, or all of the above. Working from home (or working from anywhere) isn’t new, but what you can make happen together is.

This is Apple at Work (from Home)

Credits: Confidential

2K / GLOBAL / '20

When the coronavirus outbreak shut down sports leagues and basketball courts around the world, we knew that NBA 2K needed to fill the void.

We invited 16 NBA players to compete in a virtual 2K tournament with the chance to win $100K for their charity of choice. In addition to streaming on social platforms, the games were also broadcasted on ESPN - becoming their most watched esports event ever.

Agency: Boomshot

Client Credits
Chief Marketing Officer: Melissa Bell
SVP, Sports: Jason Argent
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Global Marketing: Sophia Formoso
Integrated Brand: Andrew Blumberg
Social Media: Jenny Williams
Social Media: Jerry Karczewski
Creative Director: Sami Thessman
Creative Producer: Kate Mazzeo
Content Production: Josh Tadlock
Content Production: Anthony Zazzera
Content Production: Jared Daye

2K / GLOBAL / '19

We teamed up with Nike to create a first-of-its-kind consumer experience that allowed gamers to unlock exclusive sneakers through NBA 2K20.

Each pair could be unlocked my completing an in-game challenge tied to the signature athlete. For example, the ‘Bron 2K’ could be unlocked by surpassing LeBron's in-game player rating, and the ‘Kobe Protos’ could be earned by beating Kobe's Christmas Day scoring high.

A total of 10 Gamer Exclusive sneakers were released, providing our players with unique gameplay experiences and exclusive access to the most coveted drops of the year.

Client: 2K
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Brand Culture: Josh Lander
Social Media: Jenny Williams
Social Media: Jerry Karczewski
Content Production: Josh Tadlock
Content Production: Anthony Zazzera
Content Production: Jared Daye
Strategic Partnerships: Greg Brownstein

Client: Nike
Strategic Partnerships: Hayden Walling
Brand Concepts: Phil Cook
Digital Innovation: Evan Baechler
Digital Brand: Alex Muecke
Digital Brand: Ian Durkee
Creative Production: Cassie Harris
Creative Director: Kimou Meyer
Brand Design: Luis Liwag

2K / GLOBAL / '19

Over the years, NBA 2K has evolved into far more than a sports simulation. From gameplay innovation to music and fashion integrations, 2K20 allows ballers and gamers to create and discover what’s next in the sport and culture of hoops.

Our launch film brings consumers into the world of 2K and shows how the game continues to push the boundaries between the virtual and physical worlds.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Sports Marketing: Billy Inglis
Sports Marketing: Reilly Fellner
Public Relations: Cori Barrett
Public Relations: Ryan Peters
Influencer Marketing: Ronnie Singh
Social Media: Jenny Williams
Social Media: Jerry Karczewski

2K / GLOBAL / '19

Sports video games have always shipped on physical discs with 50 preloaded songs. While the soundtracks are widely anticipated at launch, gamers eventually tire of the music after a few weeks.

For NBA 2K20, we introduced the first-ever dynamic soundtrack that updated throughout the year. We wanted to go beyond the billboard charts and help uncover new artists, so we partnered with music mogul Steve Stoute to launch a worldwide search.

Steve Stoute announced the music search at ComplexCon, and enlisted the help of avid 2K gamer Kevin Durant to handpick the winners.

Agency: Boomshot

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Brand Culture: Josh Lander
Social Media: Jenny Williams
Social Media: Jerry Karczewski
Music Partnerships: David Kelley
Creative Director: Sami Thessman
Creative Producer: Kate Mazzeo

2K / GLOBAL / '19

After a wild offseason where some of the league’s biggest stars changed teams, the launch of NBA 2K20 was the perfect moment to celebrate the future of the game.

Our key visuals featured newly-acquired Laker star Anthony Davis, and recently-retired Heat legend Dwyane Wade. To tell each athlete’s story, we created dynamic worlds containing easter eggs from their past and future.

The new look was adapted across various launch activations, including digital billboards in Time Square and our launch party in Los Angeles.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Marketing Operations: Jess Perez
Global Operations: James Dodd
Sports Marketing: Billy Inglis
Sports Marketing: Reilly Fellner
Public Relations: Cori Barrett
Public Relations: Ryan Peters
Influencer Marketing: Ronnie Singh
Social Media: Jenny Williams
Social Media: Jerry Karczewski
Brand Culture: Josh Lander

2K / GLOBAL / '19

As the most anticipated rookie prospect to the enter the NBA in recent years, Zion Williamson was no stranger to the hype machine.

Our mini documentary provided a deeper look into Zion’s approach to the game, his unique style of play, and how it translates to his likeness in NBA 2K20.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Sports Marketing: Billy Inglis
Sports Marketing: Reilly Fellner
Public Relations: Cori Barrett
Public Relations: Ryan Peters
Influencer Marketing: Ronnie Singh
Social Media: Jenny Williams
Social Media: Jerry Karczewski

2K / GLOBAL / '19

Player ratings in NBA 2K are a hotly debated topic at the start of every season. We wanted to amplify the conversation for the launch of NBA 2K20, and allow fans to engage in new ways.

Partnering with Twitter, we produced a first-of-its-kind livestream show where we revealed top player ratings from the new game. Fans joined in on the conversation, making #2KRatings trend #1 in the U.S., and #2 worldwide.

We then teamed up with Instagram to create a custom AR lens, allowing fans to get their own 2K Rating and share on their stories. The custom lens became one of the most used lens ever.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Social Media: Jenny Williams
Social Media: Jerry Karczewski
Influencer Marketing: Ronnie Singh
Sports Marketing: Billy Inglis
Sports Marketing: Reilly Fellner

2K / US / '18

We were tasked with developing a multi-year initiative to support underserved communities across the nation.

With the support of local advocacy groups and community leaders, we refurbished basketball courts in neighborhoods that needed them the most.

Each court was designed by a local artist and inspired by their respective communities. The courts were then painted with the help of our employees and partners.

LeBron James, Paul George and Anthony Davis were among the first athletes to team up with us to giveback to their communities.

Agency: NRG

Client Credits
SVP, Sports: Jason Argent
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Program Lead: Billy Inglis
Program Coordinator: Reilly Fellner
Community Lead: Ronnie Singh
Public Relations: Cori Barrett

2K / GLOBAL / '18

After achieving the highest launch month sales of any sports game ever, we needed to find ways to broaden the appeal of NBA 2K19 to new audiences during the crowded holiday season.

We mined eye-popping stats from our game to illustrate it’s scale and ubiquity in culture, and leveraged high-impact media to reach holiday shoppers looking for the hottest game on the market.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Social Media: Jenny Williams
Social Media: Josh Lander
Marketing Operations: Jess Perez
Brand Design: Sarah Wawrzynowski
Content Production: Jared Daye
Content Production: Josh Tadlock
Content Production: Anthony Zazzera
Global Operations: James Dodd
Public Relations: Ryan Peters
Sports Marketing: Billy Inglis

2K / CHINA / '18

China is home to more than 500 million NBA fans - many of whom also play video games. However, most of them can’t play NBA 2K since gaming consoles were banned by the government until 2015.

We partnered with Chinese tech giant Tencent to launch a free-to-play PC game. NBA 2K Online allows gamers to create their own virtual player and play alongside their favorite NBA stars.

To tell this story, we created a series of ads where Chinese TV personality ChiZi gets to control NBA All-Star Damian Lillard, in the game and in real life.

We also created an interactive film that invited users to experience life in the NBA as Donovan Mitchell’s teammate on the Utah Jazz.

Client: Tencent

Client: 2K
VP, Global Marketing: Alfie Brody
Global Brand Director: Alan Ho
Global Sports Marketing: Billy Inglis
Global Sports Marketing: Reilly Fellner
Global Public Relations: Ryan Peters
GM, Asia: Jason Wong
Asia Brand Director: Tracy Chua
Asia Brand Manager: Hannah Tan
Asia Brand Executive: Howard Chan
Asia PR Manager: Daniel Tan
Asia Product Manager: Wayne Ng

2K / GLOBAL / '18

We introduced a next generation gaming app that offers console-level graphics for mobile gamers. Our challenge was to establish product superiority while giving NBA 2K Mobile a meaningful role in people’s lives.

Our launch film celebrates moments when ballers just can’t stop thinking about hoops, and shows how our mobile app allows them to stay connected to the sport.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Global Brand Manager: Jess Perez
Integrated Brand: Andrew Blumberg
Public Relations: Ryan Peters
Social Media: Jenny Williams
Social Media: Josh Lander
Content Production: Jared Daye

2K / US / '18

We developed a mobile game for the new iPad Pro - allowing gamers to experience console-level gameplay on the go.

Our team introduced the world to NBA 2K Mobile during Apple’s Keynote Event at the Brooklyn Academy of Music.

Client: 2K
EVP, Development: Greg Thomas
Gameplay Director: Mike Wang
SVP, Sports: Jason Argent
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
GM, Mobile: Tyler Nation
VP, Public Relations: Cori Barrett

Client: Apple
Sr. Director, Partnership: Shaan Pruden

2K / SPAIN / '18

At age 13, Luka Doncic left his home country of Slovenia to join Spanish basketball club Real Madrid. At age 19, he led his team to a EuroLeague Championship, becoming the youngest MVP ever.

On the eve of his NBA debut, we celebrated Luka’s journey and his excitement for finally appearing as a character in his favorite basketball video game.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Global Marketing: Alfie Brody
Global Brand Director: Alan Ho
Global Brand Marketing: Andrew Blumberg
Global Sports Marketing: Billy Inglis
Spain Brand Director: Sandra Melero
Spain Brand Manager: Carlos Villasante
Spain PR Manager: Zaida Gomez
Spain Social Media Manager: Maria Martinez

2K / GLOBAL / '18

We remixed our most popular gameplay footage with quotes from the review community to create a high-energy sizzle. Our spot ran during NBA game broadcasts and showed off the iconic visuals of our game.

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Lead Producer: Eric Dillard
Content Production: Kenny Crosbie
Content Production: Jared Daye
Content Production: Josh Tadlock
Content Production: Anthony Zazzera
Social Media: Jenny Williams
Social Media: Josh Lander
Sports Marketing: Billy Inglis

2K / GLOBAL / '18

3 days after the launch of NBA 2K19, we partnered with Nike to tease out the most anticipated color-way of the LeBron 16 collection - the '1 Thru 5' - inspired by LeBron's ability to dominate at every position on the court.

We challenged our gamers to take on a team comprised of 5 LeBrons for chance to win a physical pair of the sneakers and a highly-coveted Pink Diamond LeBron MyTEAM card in 2K19.

Client: 2K
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Social Media: Jenny Williams
Social Media: Josh Lander
Brand Design: Sarah Wawrzynowski
Content Production: Josh Tadlock
Content Production: Anthony Zazzera
Content Production: Jared Daye
Strategic Partnerships: Greg Brownstein

Client: Nike
Global Brand Director: Melanie Auguste
Brand Marketing Specialist: Josette Last
Global Digital Director: Nicolas Cessot
Senior Creative Director: Michael Spoljaric
Brand Design Manager: Amy Christensen
Strategic Partnerships: Hayden Walling

2K / GLOBAL / '18

As video games become increasingly influential in popular culture, we wanted to invite gamers and ballers to prove themselves on the world’s most advanced basketball simulation game - NBA 2K19.

Our launch film put a spotlight on everyday gamers as they respond to a challenge from LeBron James, who is seen in his new Lakers uniform for the very first time.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Social Media: Jenny Williams
Social Media: Josh Lander
Marketing Operations: Jess Perez
Energy Marketing: Mike Howard
Brand Design: Sarah Wawrzynowski
Content Production: Jared Daye
Content Production: Josh Tadlock
Content Production: Anthony Zazzera
Global Operations: James Dodd
Public Relations: Cori Barrett
Public Relations: Ryan Peters
Influencer Marketing: Ronnie Singh
Sports Marketing: Billy Inglis

2K / GLOBAL / '18

We invited key media and influencers from around the world to join us in New York City as we celebrated the 20th anniversary of NBA 2K.

Our launch party took place at Greenpoint Terminal Warehouse in Brooklyn, where we created an immersive experience showcasing 20 years of innovation, and the game's impact on culture. Guests were also able to demo 2K19 for the first time, one week before its much anticipated launch.

At the end of the night, the gaming stations were raised into the rafters to make way for a surprise performance by Travis Scott - whose latest album, Astroworld, achieved platinum status just a few days ago.

Agency: NRG

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Public Relations: Cori Barrett
Public Relations: Ryan Peters
Influencer Marketing: Ronnie Singh
Sports Marketing: Billy Inglis
Social Media: Jenny Williams
Social Media: Josh Lander
Marketing Operations: Jess Perez
Energy Marketing: Mike Howard
Brand Design: Sarah Wawrzynowski
Content Production: Jared Daye
Content Production: Josh Tadlock
Content Production: Anthony Zazzera
Global Operations: James Dodd

2K / AUSTRALIA / '18

A sensational rookie season and an impressive playoff run solidified Ben Simmons as one of the most exciting young stars in the game.

Working with Ben and his closest family and friends, we designed a custom NBA 2K19 cover exclusively for his native country of Australia. The cover became the key visual for a hyperlocal campaign in one our most important international markets.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Global Marketing: Alfie Brody
Global Brand Director: Alan Ho
Global Brand Marketing: Andrew Blumberg
Global Sports Marketing: Billy Inglis
Australia Brand Director: Ben Seccombe
Australia Brand Manager: Belinda Crowe
Australia PR Manager: Mike Foley
Australia Social Media Manager: Adam Perry

2K / GLOBAL / '18

To mark the 20th anniversary of our game, we collaborated with Grammy-nominated rapper Travis Scott to curate the in-game soundtrack for 2K19.

The collaboration was announced in a sit-down interview with LeBron during the same week Travis launched his third studio album, Astroworld - the album reached the #1 spot, with all 17 tracks debuting on Billboard 100.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Energy Marketing: Mike Howard
Marketing Operations: Jess Perez
Social Media: Jenny Williams
Social Media: Josh Lander
Brand Design: Sarah Wawrzynowski
Content Production: Jared Daye
Content Production: Josh Tadlock
Public Relations: Cori Barrett
Public Relations: Ryan Peters
Influencer Marketing: Ronnie Singh
Sports Marketing: Billy Inglis

2K / GLOBAL / '18

For the launch of 2K19, we had the opportunity to introduce the world to our first-ever international cover athlete, Giannis Antetokounmpo.

Our brand film chronicles his rise from the streets of Athens to becoming one of the most explosive talents in the NBA. The story is told through the powerful voice of Veronica Antetokounmpo - the woman who gave Giannis his name.

Giannis and his family attended the premiere of the film in Athens, where our cover art was also revealed in front of media influencers from around the world.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Sports Marketing: Billy Inglis
Influencer Marketing: Ronnie Singh
Public Relations: Cori Barrett
Public Relations: Ryan Peters
Social Media: Jenny Williams
Social Media: Josh Lander
Energy Marketing: Mike Howard
Marketing Operations: Jess Perez
Brand Design: Sarah Wawrzynowski
Content Production: Jared Daye
Content Production: Josh Tadlock

2K / GLOBAL / '18

We partnered with Oklahoma standout Trae Young to document his journey to the NBA, and his plans to make his name known to the world.

Our collaboration culminated in a live on-stage moment at the NBA Draft where Trae was selected with the 5th overall pick. As he made his way to shake the commissioner's hand, the future Atlanta Hawk flashed the insides of his custom suit jacket - revealing our brand line for the world to see.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Sports Marketing: Billy Inglis
Public Relations: Cori Barrett
Public Relations: Ryan Peters
Influencer Marketing: Ronnie Singh
Social Media: Jenny Williams
Social Media: Josh Lander

2K / US / '18

Today's sports fans are increasingly tuning out traditional games on live TV. We saw an opportunity to engage with them using an innovative format modeled after the successes of video game culture.

Partnering with the NBA, we launched the world’s first e-sports league operated by a major sports federation. The inaugural season of the NBA 2K League featured 17 of the 30 NBA teams, and over 100 of the best 2K players on the planet.

Client: NBA

Client: 2K
SVP, Sports: Jason Argent
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Sports Marketing: Billy Inglis
Influencer Marketing: Ronnie Singh
Public Relations: Cori Barrett
Public Relations: Ryan Peters

2K / GLOBAL / '18

As NBA2K continues to innovate and extend into culture, we needed to position the brand as more than a video game. So we partnered with the most iconic athlete of this generation to deliver our message. Our global campaign pays tribute to LeBron’s journey to greatness, while celebrating our game’s 20th anniversary.

The cover of the game features 20 words selected by LeBron himself to tell his story. The words are set against an iconic portrait shot to form a timeless piece of art unlike the covers of any sports video game ever created.

Our launch film leverages archival footage and spoken word poetry, delivered by 2 Chainz, Rapsody and Jerreau, to give deeper meaning to LeBron’s words and his rise to greatness.

Agency: Butler, Shine, Stern & Partners

Client Credits
VP, Marketing: Alfie Brody
Global Brand Director: Alan Ho
Integrated Brand: Andrew Blumberg
Energy Marketing: Mike Howard
Marketing Operations: Jess Perez
Social Media: Jenny Williams
Social Media: Josh Lander
Brand Design: Sarah Wawrzynowski
Content Production: Jared Daye
Content Production: Josh Tadlock
Public Relations: Cori Barrett
Public Relations: Ryan Peters
Influencer Marketing: Ronnie Singh
Sports Marketing: Billy Inglis

SAMSUNG / US / '17

Modern life seems intent on pulling people apart - geographically, generationally, and politically. We wanted to celebrate the role that technology plays in closing the distance and differences between us.

Using a warm and playful illustration style, we showcased how our our products bring people together in meaningful ways for the holidays.

Agency: Turner Duckworth

Client Credits
Chief Creative Officer: Jesse Coulter
Sr. Brand Director: Eric Wilson
Brand Director: Jinnie Kim
Sr. Brand Manager: Megan Gokey
Sr. Brand Manager: Alan Ho
Brand Design Director: John Moon

SAMSUNG / US / '17

Gamers are one of the most important consumer segments for the premium TV market. To enhance QLED TV's credentials with the gaming community, we partnered with Xbox around the launch of their new console.

Our hero film shows off the hyper-real graphics of the Xbox One X on the QLED TV. The camera pans across immersive visuals from various iconic games, as the main characters are caught staring in awe at the beautiful 4K world around them.

Agency: adam&eveDDB

Client: Samsung
Chief Creative Officer: Jesse Coulter
Sr. Brand Director: Eric Wilson
Sr. Brand Manager: Alan Ho
VP, Marketing: Eddie Combs
Marketing Director: Grace Dolan
Marketing Manager: Brian Choi

Client: Microsoft
Brand Director: Craig McNary
Brand Manager: Andrew Smylie
Partnerships Manager: Brent Coyle

SAMSUNG / US / '17

The Gear Sport is a smartwatch designed for people who live an active lifestyle and want to stay connected.

Our launch campaign showcased the watch's sleek design while highlighting key features that help users move effortlessly through their day. 

Agency: adam&eveDDB

Client: Samsung
Chief Creative Officer: Jesse Coulter
Sr. Brand Director: Eric Wilson
Sr. Brand Manager: Alan Ho
VP, Marketing: Alanna Cotton
Marketing Director: Elina Vives
Marketing Manager: Michael Reese

SAMSUNG / US / '17

The new Gear Fit 2 Pro, featuring Under Armour apps, is a fitness tracker designed for those who never stop pushing themselves to achieve new goals.

Our campaign featured Olympic sprinter Natasha Hastings and MMA-fighter-turned-trail-runner Kyle Dietz. The online films celebrated their past achievements while showing how the Gear Fit 2 Pro continues to fuel new "firsts".

Agency: adam&eveDDB

Client: Samsung
Chief Creative Officer: Jesse Coulter
Sr. Brand Director: Eric Wilson
Sr. Brand Manager: Alan Ho
VP, Marketing: Alanna Cotton
Marketing Director: Elina Vives
Marketing Manager: Michael Reese

Client: Under Armour
Sr. Brand Director: Jasmine Maietta
Brand Manager: Michelle Douglas
VP, Creative Director: Brian Boring

SAMSUNG / US / '17

With the rise of bigger smartphones and 2-in-1 laptops, the tablet market was increasingly squeezed in the middle. For the launch of the new Galaxy Tab S3, we needed to establish product superiority through clear use-cases.

Our campaign positioned the Tab S3 as a personal computer for the aspiring entrepreneur, showcasing how its versatile capabilities empower side hustlers to do anything.

Agency: adam&eveDDB

Client Credits
Chief Marketing Officer: Marc Mathieu
Chief Creative Officer: Jesse Coulter
Sr. Brand Director: Eric Wilson
Brand Director: Lella Rafferty
Brand Manager: Imogen Hower
Sr. Brand Manager: Alan Ho
VP, Marketing: Alanna Cotton
Marketing Director: Leila Mehra
Marketing Manager: Funbi Ibe

SAMSUNG / US / '17

We partnered with Russell Westbrook on his way to one of the greatest individual performances in NBA history, where he broke the record for most triple-doubles in a single season.

From overcoming adversity to breaking barriers, Russell's personal story provided cultural relevancy to our Do What You Can't message, while giving us a platform to showcase the new Gear S3 watch.

Our digital film followed Russell around his native Los Angeles where he reflected on his experience growing up in the inner city. The campaign culminated with a tribute that aired on live TV when Russell was awarded the 2017 NBA Most Valuable Player.

Agency: Wieden + Kennedy

Client Credits
Chief Marketing Officer: Marc Mathieu
Chief Creative Officer: Jesse Coulter
Sr. Brand Director: Kristin Harrer
Sr. Brand Manager: Kim Suarez
Sr. Brand Manager: Alan Ho
Sports Marketing Director: Alex Chang
VP, Marketing: Alanna Cotton
Marketing Manager: Michael Reese

SAMSUNG / US / '17

We partnered with Swiss designer Yves Béhar to create a TV that fits seamlessly into people's home decor by transforming into realistic works of art when it's not being watched.

Our activations celebrated the duality of the product by focusing on the unexpected transformative moment between TV and art mode.

Agency: adam&eveDDB

Client Credits
Chief Engagement Officer: Werner Brell
Sr. Experiential Manager: Hans Stolfus
Sr. Experiential Coordinator: Zoya Khan
Sr. Brand Director: Eric Wilson
Sr. Brand Manager: Alan Ho
Marketing Director: Grace Dolan
Sr. Marketing Manager: Brian Choi

SAMSUNG / US / '17

We launched a single soundbar that delivers rich, room-filling home theater sound without the need for a separate subwoofer.

Our pre-roll film used dynamic shapes and textures to represent the multi-dimensional sound and the singular form of the product.

Agency: adam&eveDDB

Client Credits
Chief Creative Officer: Jesse Coulter
Sr. Brand Director: Eric Wilson
Brand Director: Jinnie Kim
Sr. Brand Manager: Alan Ho
Brand Design Director: John Moon
Marketing Director: Grace Dolan

SAMSUNG / US / '17

To launch our flagship QLED TV, we needed fresh and unexpected communications that was every bit as breakthrough as the product itself.

Our campaign featured unique, dynamic visuals that iconized the "Q" and showcased key benefits in a distinctive, emotional way.

Agency: adam&eveDDB

Client Credits
Chief Marketing Officer: Marc Mathieu
Chief Creative Officer: Jesse Coulter
Sr. Brand Director: Eric Wilson
Sr. Brand Manager: Alan Ho
Brand Design Director: John Moon
Creative Director: Valentine Freeman
SVP, Marketing: Won Park
Marketing Director: Grace Dolan

SAMSUNG / US / '16

Following a setback with the Galaxy Note7, we needed to rebuild the brand by reinforcing emotional and experiential benefits of our products.

In order to stand out from the conventions of the holiday season and cut through the sea of red, we created a new icon for our brand - a simple blue box that represents the joy of gifting a Samsung product.

Agency: Turner Duckworth

Client Credits
Chief Creative Officer: Jesse Coulter
Brand Director: Lella Rafferty
Brand Manager: Imogen Hower
Sr. Brand Manager, Mobile: Ellie Yi
Sr. Brand Manager, Home: Alan Ho
Sr. Brand Design Manager: Tia Burch

SAMSUNG / US / '16

We needed to reinforce our category leadership by owning the most important feature for TV consumers: picture quality. Our challenge was to cut through the tech talk and simply position the SUHD TV as the most realistic picture.

Our digital campaign used simple, human language to uncover the emotional benefits of seeing more accurate colors and details.

Agency: R/GA

Client Credits
Chief Creative Officer: Jesse Coulter
Sr. Brand Director: Jamie Davies
Sr. Brand Manager: Alan Ho
VP, Marketing: Eddie Combs

SAMSUNG / US / '16

We needed to establish Samsung as a credible and coveted brand in the audio category, so we leveraged the launch of our new Soundbar to build awareness around our functional and emotional promise.

Our digital campaign celebrated the purity of sound at the moment of creation - and used colloquial language to explain how our products let you hear sound with the depth and dimension that it should have.

Agency: R/GA

Client Credits
Chief Creative Officer: Jesse Coulter
Sr. Brand Director: Jamie Davies
Sr. Brand Manager: Alan Ho
VP, Marketing: Eddie Combs
Sr. Marketing Manager: Chris Loncto

SAMSUNG / US / '16

We leveraged our exclusive partnership with the PGA to show how our ecosystem of products and services make golf more awesome.

Our on-site activation at the PGA Championship tapped into people's passion for golf and provided them with compelling ways to experience our products.

Agency: Wasserman

Client Credits
Sr. Experiential Marketing Manager: Hans Stolfus
Experiential Marketing Coordinator: Zoya Khan
Sr. Social Media Manager: Nicole Fagin
Social Media Manager: Renee Edwards
Sr. Brand Manager: Alan Ho
VP, Marketing: Eddie Combs

SAMSUNG / US / '16

Our assignment was to announce the arrival of the world's first 4K UHD Blu-Ray Player to entertainment enthusiasts.

Leveraging an exclusive partnership with The Lego Movie, our digital campaign showed off the device's unique ability to give viewers a true 4K picture worthy of their screens.

Agency: Stinkdigital

Client Credits
Creative Director: Steve Peck
Sr. Brand Director: Jamie Davies
Sr. Brand Manager: Paul Lim
VP, Marketing: Eddie Combs
Sr. Marketing Manager: Alan Ho

SAMSUNG / US / '16

We leveraged our Civil War partnership to generate awareness around the groundbreaking picture quality of our new SUHD TV.

Our digital ads celebrated the epic battle between Marvel superheroes while touting the unique features of the TV.

Agency: Stinkdigital

Client Credits
Creative Director: Steve Peck
Sr. Brand Director: Jamie Davies
Sr. Brand Manager: Paul Lim
VP, Marketing: Eddie Combs
Sr. Marketing Manager: Alan Ho

SAMSUNG / US / '16

Although we had #1 marketshare in premium TVs, the review community was increasingly swayed by LG’s OLED technology. We needed to make a statement across key tech sites to reassert our leadership position.

Our campaign rallied around our SUHD TV's superior brightness to battle OLED's picture - which is known to be compromised by ambient lighting. Our interactive takeover unit showed off LeBron's thunderous dunk in all its brilliance while allowing users to change lighting conditions in the room.

Agency: RED Interactive

Client Credits
Creative Director: Steve Peck
Sr. Brand Director: Jamie Davies
Sr. Brand Manager: Paul Lim
VP, Marketing: Eddie Combs
Sr. Marketing Manager: Alan Ho

SAMSUNG / US / '15

We needed to introduce a new wireless speaker with the capability of projecting rich, balanced sound in every direction - so everyone in the room hears the same exquisite sound.

Our digital film told the story of Edwin who unwraps his Radiant 360 speaker and starts to realize that on this particular day, everything will go his way.

Agency: R/GA

Client Credits
Sr. Brand Director: Jamie Davies
Brand Director: J.T. Fields
Sr. Brand Manager: Erin Riggins
VP, Marketing: Eddie Combs
Sr. Marketing Manager: Alan Ho
 

SAMSUNG / US / '15

We needed consumers to see the incredible color on the new SUHD TV for themselves, so we partnered with the summer's hottest blockbuster film to drive awareness and action.

Our co-op campaign invited consumers to Best Buy stores to get a sneak peak of never-before-seen footage of Jurassic World two weeks before the film hit the big screens.

Agency: R/GA

Client Credits
Sr. Brand Director: Jamie Davies
Sr. Brand Manager: Nazik Almahdi
Marketing Director: John Lavoie
Sr. Marketing Manager: Alan Ho
Social Media Manager: Kyle Lazarus

SAMSUNG / US / '15

Our challenge was to launch the all-new SUHD TV as the Next Big Thing in an increasingly commoditized TV market.  We needed to go beyond picture technology and find a culturally relevant way to tell our leadership story.

Our campaign was built around a singular consumer insight - people buy TVs, but it’s the content that they have a deeper emotional relationship with. So we leveraged the power of great TV to talk about a great TV.

Agency: 72andSunny

Client Credits
Chief Marketing Officer: Todd Pendleton
Sr. Brand Director: Jamie Davies
Sr. Brand Manager: Nazik Almahdi
VP, Marketing: Peggy Ang
Marketing Director: John Lavoie
Sr. Marketing Manager: Alan Ho
Social Media Manager: Kyle Lazarus
 

SAMSUNG / US / '14

Despite being the top-selling TV brand in the US for 6 straight years, our brand still trailed Sony in brand preference. Our challenge was to win over TV buyers with the launch of the world's first Curved 4K TV.

We introduced our product innovation through the lens of iconic characters and scenes in pop culture. The campaign helped Samsung become the most preferred brand in TV for the first time ever.

Agency: 72andSunny

Client Credits
Chief Marketing Officer: Todd Pendleton
VP, Marketing: Peggy Ang
Marketing Director: John Lavoie
Sr. Marketing Manager: Nazik Almahdi
Sr. Marketing Manager: Alan Ho
Sr. Digital Director: Sten Hallock

ADIDAS / US / '14

We wanted to leverage the NBA Playoffs to elevate Finish Line as a key partner for our basketball category. So we collaborated on a series of snackable digital films featuring Adidas athletes on two contending teams.

Each episode gave consumers exclusive access to the inner workings of each team, while highlighting the off-court personality and style of the athletes.

Agency: Oystercatcher

Client: Adidas
Sr. Brand Manager: Alan Ho
Brand Specialist: Rob Kremers
Sports Marketing Director: Chris Rivers
Sports Marketing Manager: Zach Fawcett

Client: Finish Line
Digital Brand Director: Paul Diehl
Digital Brand Manager: Max Mandel

ADIDAS / US / '14

With the playoffs underway, we needed to establish Damian Lillard as one of the brightest young stars in the game to further strengthen our position in the basketball category.

Our co-op spot with Foot Locker poked fun at some of the most famous athletes who never won a championship, and allowed us to start the conversation around Damian's rising star.

Agency: BBDO

Client: Adidas
Sr. Brand Manager: Alan Ho
Brand Specialist: Rob Kremers
Account Marketing Manager: Brian Saed

Client: Foot Locker
Jed Berger: VP, Brand Marketing
Francine Feder: VP, Integrated Brand Marketing

ADIDAS / US / '14

We introduced an on-court collection designed to help our teams stand out on the court while igniting their fanbases off of it. Our challenge was to generate positive buzz and conversation during the tournament's biggest moments.

Instead of manufacturing a conversation around our product story, we partnered with each of our schools to insert our brand POV into real-time conversations throughout the games. We turned our schools loose with our shared brand platform and amplified the stories through paid media.

Credits
Sr. Brand Manager: Alan Ho
Brand Specialist: Rob Kremers
Digital Manager: Stephanie Finn
PR Manager: Madeline Breskin

ADIDAS / US / '14

With the All-Star Game set to tipoff in New Orleans, we wanted to leverage the game's brightest stars to energize our status as the official outfitter of the NBA.

Our short sleeve uniforms made a breakthrough statement as we showcased our innovation DNA through on and off court activations.

Agency: Roundhouse

Client Credits
Global Brand Director: Lorrin Pascoe
Global PR Manager: Paul Jackiewicz
Sr. Brand Manager: Alan Ho
Brand Specialist: Rob Kremers
Event Manager: Sarah Foster
PR Manager: Madeline Breskin
 

ADIDAS / US / '13

After sitting out the entire 2012-13 season recovering from knee surgery, D Rose was ready to step back on the court. We needed to restore his icon status and drive demand for his 4th signature shoe.

Our campaign focused on the former MVP's on-court performance and his superstar persona - reminding fans why they fell in love with D Rose.

Agency: 180LA

Client Credits
VP, Global Brand: Ryan Morlan
Global Brand Director: Lorrin Pascoe
Sr. Brand Manager: Alan Ho
Brand Specialist: Rob Kremers
Digital Director: Lia Vakoutis
 

ADIDAS / US / '13

We partnered with Dick's Sporting Goods to launch an exclusive shoe designed to help players of all positions get quicker everywhere on the floor.

Our campaign celebrated quickness at every position and every level of the game. We created a series of 15-second films starring Jrue Holiday, Harrison Barnes and Kenneth Faried. Each spot is a visual onslaught and a study of how quickness is truly the difference.

Agency: Anomaly

Client: Adidas
Sr. Brand Manager: Alan Ho
Brand Specialist: Rob Kremers
Creative Director: Surf Melendez
Creative Manager: Stacy Chamberlain
Account Marketing Manager: Dustin Geddis

Client: Dick's Sporting Goods
VP, Brand: Ryan Eckel
Sr. Brand Manager: Todd Moline

ADIDAS / US / '13

Our retro footwear collection was a key pillar of the basketball business, and an even more important asset in helping the brand gain status and mindshare with the high school athlete.

We created a compelling visual story to support activations ranging from in-store to digital - all while celebrating our unique heritage and authenticity in basketball.

Credits:
Brand Director: Lorrin Pascoe
Sr. Brand Manager: Alan Ho
Brand Specialist: Rob Kremers
Brand Design Director: Eric Vellozzi
Brand Design Manager: Joe Connell

ADIDAS / US / '13

We launched a new shoe featuring an innovative outsole designed to help players make quick and explosive moves on the court. Our challenge was to deliver the benefit of quick in a fresh and disruptive way to the high school athlete.

Our campaign launched during the NBA Playoffs and told the story of how the Crazyquick shoe delivered an unfair advantage to three elite NBA point guards.

Agency: 180LA

Client Credits
VP, Global Brand: Ryan Morlan
Global Brand Director: Lorrin Pascoe
Sr. Brand Manager: Alan Ho
Brand Specialist: Rob Kremers
Digital Director: Lia Vakoutis

ADIDAS / US / '13

With March Madness set to tipoff, six of our top teams were outfitted in a disruptive uniform system designed to help athletes standout from the competition. We needed to make a bold statement that would be talked about during the biggest moments in college basketball.

Our campaign generated buzz and conversation and showcased our commitment to bring fresh and innovative gear to the best athletes in the game.

Agency: RED Interactive

Client Credits
Sr. Brand Manager: Alan Ho
Brand Specialist: Rob Kremers
Creative Director: Surf Melendez
Creative Manager: Stephanie Young
Digital Manager: Nick Lawrence
 

ADIDAS / US / '13

We needed to activate our brand during the All-Star Weekend by celebrating the game and enabling consumers to go all in from the court to the street.

Leveraging our exclusive partnership with the NBA, we delivered unmatched access to our athletes and offered unique opportunities to experience our products.

Agency: Roundhouse

Client Credits
Global Brand Director: Lorrin Pascoe
Global PR Manager: Paul Jackiewicz
Sr. Brand Manager: Alan Ho
Brand Specialist: Rob Kremers
Event Manager: Sarah Foster
PR Manager: Madeline Breskin

ADIDAS / US / '12

We needed to establish our brand as the leading choice for high school athletes by showing them that our exclusive collection at Foot Locker has them covered from the court to the street.

Featuring NBA superstars Dwight Howard and Ricky Rubio, our campaign showed that these guys are the same ballers on and off the court, and that there is no in-between.

Agency: BBDO

Client: Adidas
Sr. Brand Director, Style: Kelly Olmstead
Sr. Brand Manager, Style: Brandon Beaty
Brand Director, Sport: Chris Murphy
Sr. Brand Manager, Basketball: Alan Ho
Account Marketing Manager: Brian Saed

Client: Foot Locker
Jed Berger: VP, Brand Marketing
Francine Feder: VP, Integrated Brand Marketing

ADIDAS / US / '12

With D Rose sidelined by a season-ending knee injury, we needed to find a meaningful way keep the former MVP top of mind with our target consumer.

Our campaign provided fans with unparalleled access to D Rose while he recovered from his injury. The groundswell of support led to sustained conversations that carried into the launch of his 3rd signature shoe.

Agency: 180LA

Client Credits
VP, Global Brand: Ryan Morlan
Global Brand Director: Lorrin Pascoe
Global Digital Director: Lia Vakoutis
Sr. Brand Manager: Alan Ho
Brand Specialist: Rob Kremers

ADIDAS / US / '12

We needed to own lightweight in the hearts and minds of the high school athlete, so we created a cross-category campaign that showcased the benefits of lacing up the lightest footwear in the game.

Each spot in the 3-part series told a personal story of the heavy expectations that weighed on the athlete - giving us the perfect platform to celebrate how light delivers.

Agency: 180LA

Client: Adidas
Brand Director: Chris Murphy
Sr. Brand Manager, Football: Jeremy Darlow
Sr. Brand Manager, Soccer: Pash Obeng
Sr. Brand Manager, Basketball: Alan Ho
Brand Specialist: Rob Kremers

PENGDA / CHINA / '11

For the launch of our flagship action sports destination, we partnered with Nike, Converse, Adidas and Vans to put on an epic skateboarding competition right in front of our store.

We invited top skaters from all over China to compete on our custom-built ramp. A panel of local skateboarding legends presided over the contest, while consumers watched with dropped jaws.

Agency: Goldjoy

Client Credits
Chief Marketing Officer: Tim Parkinson
Brand Manager: Alan Ho
Brand Executive: Yannick Cao
Brand Consultant: Tyler Cannon
PR Manager: Tina McIntosh

PENGDA / CHINA / '11

We were tasked with launching a new action sports destination that would bring China's next generation of consumers closer to skate culture and products.

Working with US and China skate influencers, we produced a lookbook that told the history of skateboarding through the ages. The limited edition publication was seeded to the local community to generate buzz leading up to our launch event.

Agency: LOVE

Client Credits
Chief Marketing Officer: Tim Parkinson
Brand Manager: Alan Ho
Brand Executive: Yannick Cao
Brand Consultant: Brandon King

PENGDA / CHINA / '11

We needed to leverage the NBA Playoffs to energize the market and drive meaningful store visits, so we built our campaign around a simple insight - basketball fans in China have little allegiance to teams, but they are massively loyal to superstars.

Our integrated marketing campaign drove consumers to visit our flagship destination and pledge their support for their favorite superstar. Each registration came with a custom fan pack that included a wristband and a bedroom poster featuring their favorite player and his on-court sneaker.

Agency: LOVE

Client Credits
Chief Marketing Officer: Tim Parkinson
Brand Manager: Alan Ho
Brand Executive: Yannick Cao
Marketing Manager: Vivian Yang
PR Manager: Tina McIntosh
 

PENGDA / CHINA / '11

For the launch of our first flagship location we needed to make a passionate brand statement. True to our mission of curating product stories, our launch event celebrated the top 10 iconic basketball sneakers of all-time.

Our in-store installation expressed the cultural significance of each icon by showing how each sneaker was connected to iconic players and moments in sports and culture.

Agency: LOVE

Client Credits
Chief Marketing Officer: Tim Parkinson
Brand Manager: Alan Ho
Brand Executive: Yannick Cao
Brand Consultant: Dennis Tan
Brand Consultant: Raoul Reinoso
 

PENGDA / CHINA / '11

With an unparalleled collection of basketball products, we set out to create an environment worthy to be called the Temple of Basketball.

We collaborated with a few up-and-coming illustrators to produce custom artwork to turn the backboards of our basketball hoops into vibrant graphical installations.

Agency: LOVE

Client Credits
Chief Marketing Officer: Tim Parkinson
Brand Manager: Alan Ho
Brand Executive: Yannick Cao
 

PENGDA / CHINA / '11

We were tasked with concepting the first ever multi-brand basketball store in China - a market where retailers have always depended on established brands like Nike and Adidas to attract consumers.

In order to breakthrough the sea of sameness, we needed to create a cultural destination with a unique POV that celebrates the game and the products.

Our in-store graphics gave Chinese consumers a slice of hoop culture by tapping into some of the most popular slang phrases used on the hardwood floor.

Agency: LOVE

Client Credits
Chief Marketing Officer: Tim Parkinson
Brand Manager: Alan Ho
Brand Executive: Yannick Cao
 

NIKE / CHINA / '10

Fresh off of hosting the 2008 Summer Olympics, China was poised to continue its development as an international sports juggernaut. Fueled by Yao Ming's stardom, basketball was quickly becoming the national sport for world's most populous country.

As the official sponsor of the Chinese National Team, we were challenged to build a new identity that would inspire upcoming uniform and footwear designs. In order to create the future, we developed a playbook that captured the history and heritage of the sport in China.

Credits
GM, China Basketball: Michael Jackson
Brand Executive: Alan Ho
Sports Marketing Director: Tony Li
Sports Marketing Manager: Bruce Li
Sports Marketing Manager: Evan Tong
 

NIKE / CHINA / '09

Kobe enjoys a special bond with the Chinese youth that is unmatched by any American athlete. His relentless attack on the court and his last second heroics solidified his status as one of the most beloved athletes in China.

Narrated by the Black Mamba himself, our spot gave consumers a closer look at the inner fire that fuels Kobe's killer instinct. We used localized cards throughout the spot to highlight Kobe's mindset, ultimately paying off our iconic Just Do It message.

Agency: Wieden+Kennedy

Client Credits
Marketing Director: Carol Chen
Brand Comms Director: Kerri Hoyt-Pack
Sr. Brand Comms Manager: Sukwan Chae
Sr. Brand Manager: Richard Lin
Assistant Brand Manager: Eric Wei
Brand Executive: Alan Ho

NIKE / CHINA / '08

With his 6th signature sneaker set to launch in China, LeBron's popularity in China still left a lot to be desired.

Our campaign helped Chinese consumers better connect with LeBron by breaking down his style of play. Instead of portraying him as a force of nature or the Chosen One, our ads celebrated LeBron's versatility by highlighting 6 dimensions of his game - shoot, dunk, drive, pass, post-up, and defend.

Agency: Wieden+Kennedy

Client Credits
Marketing Director: Carol Chen
Brand Comms Director: Kerri Hoyt-Pack
Sr. Brand Comms Manager: Sukwan Chae
Sr. Brand Manager: Richard Lin
Assistant Brand Manager: Eric Wei
Brand Executive: Alan Ho