The Avengers

Disney and Marvel wanted to create a cross-promotion that could integrate NBA action and get sports fans psyched for The Avengers.

I came up with the tag “Meet your new favorite team.” and built on that, operating on the assumption that if you point out the fact if they (both superheroes and athletes) are superhuman on their own, how crazy-awesome are they when they’re working together?

We wrote several concepts and special shoot ideas for highlighting the mystique, history, and heroics of sports figures, trying to tie in the glowing chest piece of Iron Man as a reveal to a line like ‘heart of a champion’.

Time constraints tamped down some of our more ambitious special shoot ideas, but I like the way these turned out.  Especially the Eastern Conference one.  (Go Celtics!)

The last video is one of a series of straight up promos we cut to highlight each individual Avenger character, intercut with NBA action.

Best of all, that’s Samuel L. F**kin’ Jackson reading my scripts down there!