ANASTASIA PASECHNIK
ROLE
Design/
Concepting
AGENCY
R/GA
2018'
OUTPUT
Digital/
Campaign
The story
For the 2019 NBA Playoffs, ESPN completely changed the way they promoted NBA games.
Rather than running advertisements prior to games and expecting millennials to commit to appointment viewing, we focussed on communicating with fans when the games were live.
“You Seeing This?” was a real-time media campaign that showed millennial fans what they were missing when they weren’t watching live games.
Sound activated ads
The input
My team partner and I worked on this brief during our internship at R/GA NY from Jan to Jun ‘18. We were briefed to think about creative ways to bring to life the message “you seeing this?” to people when they were not watching the basketball game that was on.
Working for this brief and digging deep into the culture and use of newest technologies with an extremely talented team was a dream come true!
From the many ideas we brought to the team, three were chosen by the client and executed:
- Interrupting people who were swiping on Tinder,
- Showcasing live ads on Twitch,
- Sending Facebook Messenger alerts when the volume of the crowd in the stadium went above a certain level.
Group Creative Director
Creative Director Copy
Creative Director Art
Art Director Intern
Copywriter Intern
MARIE RONN
SIMON GIBSON
DAN WHITE
ANASTASIA PASECHNIK
ANDREW WEISSMAN