There's a yin-yang type of relationship between sports and real life. That led to our ESPN rebrand campaign where every execution highlighted that relationship in some way, ending on the tag Life Needs Sports.
We launched during the NBA playoffs. In the case of the NBA, where life said players had to be tall to reach greatness, guys like Steph Curry showed that anyone can come up huge. So we reimagined the 1995 song "I wish," by Skee Lo - a song about a guy wishing he were taller - to reflect today's small ball dominated NBA. Then we partnered with Skee Lo himself to rewrite the song and reshoot the music video.
Life measures height. Sports measure heart.
The campaign let us quickly and easily turn around reaction films for whatever was current in the world of sports, like these.
It also let us have some fun writing print headlines.