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The National Basketball Association: Joy


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"Joy" shows the suspense, thrill and excitement felt by fans and players during NBA basketball's most jaw dropping, and heart stopping moments. Several teams, including the Chicago Bulls and Golden State Warriors will roll out customized versions of the ad. "This Is Why We Play" from Translation captures the emotions behind basketball's universal appeal, showcasing stories of what motivates, inspires and excites teams, players and fans both on and off the court. Previously released spots include: "Anthem" and "Anticipation."
Credits Other credits

Brand/Client: NBA

Campaign Title: This Is Why We Play

Spot Title: “Joy”

First Air Date: October 27, 2015



Agency: Translation

Chief Executive Officer: Steve Stoute

Chief Creative Officer: John Norman

Chief Strategy Officer: John Greene

Executive Creative Director: Betsy Decker

Creative Director, Copywriter: Andy Ferguson

Creative Director, Art Director: Dave Clemans

Creative Director, Art Director: Matthew McFerrin

Strategist: Lindsey Neeld

Director of Content Production: Miriam Franklin

Content Producer: Kristen Cooler

Group Account Director: Tim Van Hoof

VP, Account Director: Justin Costa

Account Supervisor: Rachael Fogel

Account Executive: Chris Martin

Senior Project Manager: Matt DeSimone



Production Company: Superprime Films

Director: The Malloys

Director of Photography: Dimitri Karakatsanis

Executive Producer: Roger Zorovich

Line Producer: William Green



Editorial Company: Arcade Edit

Editor: Brad Waskewich

Assistant Editor: Chris Angel

Post Executive Producer: Sila Soyer

Post Producer: Fanny Cruz



VFX Company: Arcade Edit

VFX Artist: Tristian Wake

VFX Producer: Fanny Cruz



Audio Post: Heard City Mixer

Sound Designer: Phil Loeb

Executive Producer: Gloria Pitagorsky

Producer: Sasha Awn



Music: “Going Down Tonight”

Artist: Colby

Arranger: Kevin Bard

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