Project:

DraftKings

'Why Do You Play?'

Type:

Recent, Animation, Live Action

You had us at football.

We were immediately inspired by the opportunity to create something bold and intense for the DraftKings campaign. And no, it’s not just because we love football. We are thrilled to accept the challenge of singling out fantasy fans; talking to them in their language and tapping into their passion for the game. Because let's be honest, it's a little like looking in the mirror. We are so familiar with the language that it forced us to go deeper. We didn’t want to use game footage you’ve seen over and over. Instead, we honed in on the fantasy players and spoke directly to them with bold typography; the “brain” of our spot. Next was the “heart;” the footage. We explored different ways of shooting and using slow motion shots and in-camera effects to increase the drama and intensify the experience for the viewer.

Credits

  • Production Company: Scholar
  • Directors: William Campbell & Will Johnson
  • Creative Directors: William Campbell, Will Johnson, Chace Hartman
  • Executive Producer: Christina Roldan
  • Head of Prodution: Rachel Kaminek
  • Line Producer: Robert Morales
  • Director of Photography: Claudio Miranda
  • Production Designer: Peter Kirkegaard
  • Coaching Consultant: Harvey Stables
  • Art Director: Trish Janovic
  • CG Supervisor: Adam Burke
  • Producer: Gregory Behrens
  • Designers: Chris Finn, Macauley Johnson, Cam Floyd, Hana Eunjin Yean,
  • Hanna No, Andy Lyon, Leah Evans, Vin Kim, Christina Liang, Jina Kwon, Juan Carlos Cuadra
  • 2D Animators: Jaewoo Park, Juan Monasterio
  • Compositors: Joseph Brigati, Ari Reisner, Victor Torres, Kristjan Zaklynsky
  • Flame Artists: Kieran Walsh, Jamie Scott
  • Storyboards: Iain Slack
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  • Editorial: Whitehouse Post
  • Editor: James Dierx
  • Assistant Editor: Sam Omenn
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  • Telecine: Carbon VFX
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  • Audio & Music: Human World Wide
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  • Client: DraftKings
  • Agency: Deutsch New York
  • Chief Creative Officer, North America: Pete Favat
  • Chief Creative Officer, NY: Dan Kelleher

  • Director of Integrated Production: Joe Calabrese
  • Director of Print and Art Production: Sarah Manna
  • Executive Print Producer: Jeanette Luis
  • Print Producer: Melissa Betancur
  • Associate Producer: Marieme Sall
  • Executive Creative Director: Pete Johnson
  • Creative Director, Art: Marques Gartrell
  • Creative Director, Copy: Heather English
  • Art Director: Krishnan Karunanidhi
  • Account Director: Andrew Arnot
  • Account Supervisor: Emily Doll
  • Account Executive: Mina Mukherjee

The Campaign

 'We’ve achieved a spot that re-creates the instinctive emotional engagement fans feel when watching a game, but it goes to the next level because YOU, the viewer, are IN the game'.

TYPE + DESIGN