The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Editing / Single
Annual ID
OS23_MI082M
About the Work
In the NBA, hype films are typically used to amp up fans by being bombastic, even flashy. After pitching and winning the opportunity to create an anthem piece for the Nets’ 10 year anniversary in Brooklyn, we saw an opportunity for something bigger than just a pep rally. As a transplant team still working to form a bond with their passionate, but demanding home-borough, the Nets seemed to have an opportunity to use this anthem film for more. Rather than producing another hype reel of the team’s star-studded roster, we opted to celebrate “The Brooklyn Way” by passing the mic to the community– demonstrating that this team isn’t just located in Brooklyn… It belongs to Brooklyn.
We combined unscripted interviews from the Nets’ first “lifelong” fans with intimate visuals shot by world renowned photographer Andre Wagner, all scored by an Oscar nominated and award winning composer Emile Mosseri, to create a love letter to Brooklyn. The 10 year olds speak to the highs, lows, and overall beauty of growing up in Brooklyn– drawing perfect parallels to the Nets and their journey over the last decade. Despite having a small budget, each production partner and member of the team worked tirelessly to bring this piece to life because of a shared belief in the power of what the future of the borough had to say.
We used this opportunity to also give the team a communal rallying cry: “The Brooklyn Way” which is incorporated throughout the campaign’s design system. It’s currently painted on the side of their stadium and scattered throughout the borough.
All of this was done with a production budget roughly half the size of our typical shoots. The film was launched in-arena and on social at the start of the season and is played before every home game. On Twitter, the film performed +144% above the franchise's average, +9% on Instagram and to date, has garnered 695K impressions on a mostly organic run. But perhaps more importantly, has marked a clear turning-point toward a more meaningful bond between the Nets and Brooklyn.
We combined unscripted interviews from the Nets’ first “lifelong” fans with intimate visuals shot by world renowned photographer Andre Wagner, all scored by an Oscar nominated and award winning composer Emile Mosseri, to create a love letter to Brooklyn. The 10 year olds speak to the highs, lows, and overall beauty of growing up in Brooklyn– drawing perfect parallels to the Nets and their journey over the last decade. Despite having a small budget, each production partner and member of the team worked tirelessly to bring this piece to life because of a shared belief in the power of what the future of the borough had to say.
We used this opportunity to also give the team a communal rallying cry: “The Brooklyn Way” which is incorporated throughout the campaign’s design system. It’s currently painted on the side of their stadium and scattered throughout the borough.
All of this was done with a production budget roughly half the size of our typical shoots. The film was launched in-arena and on social at the start of the season and is played before every home game. On Twitter, the film performed +144% above the franchise's average, +9% on Instagram and to date, has garnered 695K impressions on a mostly organic run. But perhaps more importantly, has marked a clear turning-point toward a more meaningful bond between the Nets and Brooklyn.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Wieden+Kennedy / New York
Production Company
De La Revolución
Post Production Company
Arts Academy
Trafik
Art Director
Jessie Kavana
Nik Reed
Copywriter
Nell Stevens
Chief Creative Officer
Karl Lieberman
Composer
Emile Mosseri
Creative Director
Blair Warren
Kerry Paul
Director
Andre Wagner
Editor
Tommy Harden
Executive Producer
Ali Brown
Chelsea Spensley
Jessica Griffeth
Leslie Carthy
Meghan Lang Bice
Suneeta Olympio
Group Creative Director
Matt Mulvey
Account Supervisor
Mayra Yaji
Business Affairs Manager
Kevin Cabanayan
Design Director
Frank DeRose
Agent
Bradley M. Rainey
CHIEF OPERATING OFFICER
Neal Arthur
colorist
Ricky Gausis
Comms Director
Zack Green
Compositor
Joshua Peña
Design Lead
Henry Jinings
James Hughes
Director of Content
Sandro Gasparro
Editorial Assistant
Edward Misaka
Founder / President
Melina Matsoukas
Head of Content
Charlie Widdoes
Management supervisor
Caitlyn Kayser
Manager of Content Ops
Steve Goldberg
Mixer
Noah Woodburn
Post producer
Kendall McCrory
Related Awards
