If you're a Laker's fan, it's best to turn away now.
I moved to Southern California to work on the Clippers account in 2012, at the peak of the City divide between Purple & Gold vs. Red & Blue. My job was to help re-position the Clippers as a contender and to unite Clipper Nation. The result? An award-winning campaign titled REPRESENT. For the entirety of the 2012-13 season, the word could be seen, heard and felt across LA. The players, coaching staff and front office had the words of the first television script painted on their locker room walls. It became a rallying cry, a movement. #RepLAC became the loudest NBA social buzz.
Then, in 2013, with a Championship season ahead we launched the supporting campaign "It's Time." It, too, spoke perfectly to the Clipper's brand we continued to build.
Upon moving home to New York at the height of the ownership change, my agency (SME) was tasked with the complete re-brand of the organization. As the Creative Director, it was my honor to continue work for a brand--and group of players--I so very much respected. Partnering with Steve Ballmer (Owner) and the Team, the re-brand work was completed and activated across uniforms, court, apparel, etc.
Watch the LA market spots below. Writing, filming and directing the Lob City crew (s/o DeAndre, CP3, Blake G and Grant Hill) was the illest.
REPRESENT - "Heartbeat"
REPRESENT - Media Day
IT'S TIME - "This is Our Time"
IT'S TIME Activation - Jumbotron Player Intros