th2ng Hook it Up for Champs
Kevin Durant, NBA star of the Oklahoma City Thunder, and Matthew Stafford, quarterback for the Detroit Lions, take center stage in a new ad campaign for Champs Sports, with the help of creative agency Zambezi and production house th1ng corp in conjunction with its live action company th2ng.
The summer campaign, ‘Hook It Up,’ features the NBA and NFL stars in live action commercials for the sports inspired lifestyle retailer, with Durant taking to the court in :15 and :30 spots and Stafford on the football field in a :15 spot. The ads show the star athletes engaging in a pick-up game and each making a pass to a local hero who scores the winning play, at which point the scene morphs around them into a Champs Sports store.
th2ng director, Justin Dickel, takes the audience inside the action by using freeze frame and bullet time techniques to give multiple perspectives of watching bystanders at the pick-up games. Justin and the team shot the ads on location in Los Angeles, California.