ANDREWS JENKINS SLAM DUNKS FOR ELECTRONIC ARTS NBA LIVE 2004.

NBA Live 2004 follows Jenkins-directed campaigns for Tiger Woods PGA Tour, Madden NFL, and EAs Sports Nation campaign, rounding out a year of EA collaboration with agency OWNP Advertising.

Create" is the name of the game for the new campaign for EA NBA Live 2004. The four :30 spots, masterminded by agency OWNP and directed by Food Chains Andrews Jenkins, come alive with the individual personality, talent, and finesse of nine of the NBAs pre-eminent players. Building on the all-encompassing freestyle Anthem," which is also featured on the EA Sports website, Adjectives," Momentum," and Confusion" follow suit.

With NBA Live 2004, Jenkins comes full circle in a year of working with OWNP on spots for EA Sports. Beginning with NBA Live 2003, Jenkins has since been called back to direct spots for Tiger Woods PGA Tour 2004, Madden NFL 2004, as well as the overarching EA Sports Nation Brand spot. We initially chose [Andrews] for his extensive sports experience and the quality and impact of his film, not to mention the progressive and hip coloration of his hair," quips OWNP producer Chris Weldon. But its his exceptional collaborative working style and ability to adapt to the shifting creative and logistical circumstances that keep us coming back time and again. That, and the free steaks."

Apropos to the freestyle theme, director and players improvised and elaborated on the original script during the two-day shoot in New York City. We had our own personal dunk competition in NYC," remarked Andrews on extracting not only amazing dunks, but the individual personalities of each of the NBA superstars. These guys gave us unbelievable performances." The bona fide feats were then mimicked by screens from the actual game. Hours of gameplay were devoted by client and ad agency to diligently recreate the moves captured on film, with Jonathan DelGatto at Terminal seamlessly melding the footage together.
            
The EA website-featured Anthem" spot can be viewed at http://www.easports.com/games/nbalive2004/commercial.jsp

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