BEHIND THE DRIVE | CREATIVE DIRECTOR
OVERVIEW
Mobil 1, who's the NBA's go-to for motor oil, wanted us to show fans what really drives their NBA heroes. Think of it like how oil keeps our cars running smooth. We teamed up with Bleacher Report and House of Highlights to dive deep into what fuels stars like Julius Randle and Karl Anthony Towns. We mixed interviews with cool animations to bring their stories to life.
The campaign unfolded in three distinct phases, weaving together fans' passions for gaming, sneakers, and basketball across various Bleacher Report platforms. In an innovative twist, we also brought the campaign into the virtual world of NBA 2K with the 'Mobil 1 Garage', where stars like Julius Randle and Karl Anthony Towns played for charity, connecting gamers directly with the brand in a dynamic, interactive setting.
Oh, and if you're into sneakers, you'll love this: we got the dope sneaker artist Dan "Mache" Gamache to whip up a one-of-a-kind Mobil One sneaker. To wrap it all up, we had Julius and KAT battle it out on NBA 2K for a good cause, streamed it on Twitch, and spread the word all over socials and our partner sites.
PUBLISHER
Bleacher Report
AGENCY
Universal McCann
GROUP CREATIVE DIRECTOR
Katherine Auguston
CREATIVE DIRECTOR
Dylan Travis
CONTENT DIRECTOR
Nicole Santagata
PRODUCTION
Bleacher Report
BEHIND THE DRIVE | CASE STUDY
Dive into how we meshed Mobil 1, NBA swagger, and media giants for a slam dunk campaign—and wait till you see the scoreboard on our results!
SELECTED WORKS