BEHIND THE DRIVE | CREATIVE DIRECTOR
OVERVIEW
Mobil 1 was the NBA's official motor oil. The partnership existed but it wasn't living anywhere fans actually pay attention. The brief was to make it real, put Mobil 1 inside basketball culture in a way people would actually engage with.
We partnered with Bleacher Report and House of Highlights to go inside the lives of Julius Randle and Karl Anthony Towns, mixing interviews with animation to tell their stories across social. Then we took it into NBA 2K with the 'Mobil 1 Garage,' where Julius and KAT played each other for charity, streamed live on Twitch. Dan "Mache" Gamache designed a one-of-a-kind Mobil 1 sneaker for the occasion.
Basketball, gaming, sneaker culture, Twitch, charity. One motor oil brand touching all of it. 16K new leads and 1 billion impressions.
CREATIVE DIRECTOR
Dylan Russell
PUBLISHER
Bleacher Report
AGENCY
Universal McCann
GROUP CREATIVE DIRECTOR
Katherine Auguston
CONTENT DIRECTOR
Nicole Santagata
PRODUCTION
Bleacher Report
BEHIND THE DRIVE | CASE STUDY
Dive into how we linked Mobil 1, NBA swagger, and media giants for a slam dunk campaign and wait till you see the scoreboard on our results!
SELECTED WORKS