Allen Hughes Shoots LeBron James for NBA 2K14

Legendary director Allen Hughes steps onto the court with LeBron James to unveil the world of next-gen NBA 2K14. In the spot, titled “Reign,” the Believe Media director blends a barely distinguishable mix of live-action and gaming footage. It’s only when red pixels wash over LeBron do we realize he has transitioned into the virtual version with the game’s most realistic graphics yet.

 

Tracked to KRS-One’s “Step Into A World,” the song builds into from the disco-tinged Blondie sample into a high-energy rap verse just as the spot segways into 5 seconds of 2K14 gameplay with some of the NBA’s biggest stars. With its cinematic one-on-one intro with King James, Hughes’ promo for agency Zambezi brings the Heat to introducing gamers to the realest basketball simulation in history.

Credits

Brand: 2K
Product: NBA 2K14
Title: “Reign”

 
Agency: Zambezi
Agency EP: Alex Cohn
Agency Producer: Nathan Nowak
Creative Director: Jon Runkle
Associate Creative Strategist: Desmond Marzette
Copywriter: Evan Schiller

Production Company: Believe Media
Director: Allen Hughes
DP: Peter Deming
Executive Producer: Jannie McInnis
Producer: Tamika Miller
Production Designer: Gary Matteson
 

Editorial Company: General Editorial
Producer: Robert Parker
Editor: Zen Rosenthal