NEW YORK KNICKS - WE HERE
Project
NEW YORK KNICKS - WE HERE
Client
New York Knicks
Role
Concept, Creative Direction, Writing, Art Direction, Film, Branding, Design
Market
New York City
Year
2021-2022
HOW TO RESURRECT A CITY IN ONE SEASON OF BASKETBALL
It was deep COVID 2020 and New York City needed a comeback story. We transformed the New York Knicks into a beacon of hope for 8.3 million residents by repurposing a season of advertising into a season of support. Local businesses, struggling fans — they became the heroes in a campaign that gave the greatest city in the world its spark back.
WATCH THE CASE FILM
"WE HERE! WE HERE! The New York Knicks will rise again"
– Stephen A Smith, ESPN
A HYPE REEL WITH GENUINE HEART
Most hype reels all look and sound the same — fast, frenetic and forgettable. We opted for something different. We spoke to the grit and courage of a team that had overcome great adversity. In the process, we launched the now famous Knicks slogan "We Here" — defiantly stating that both the team and this city were back.
WATCH THE 'WE HERE' FILM
75TH ANNIVERSARY CAMPAIGN
The Knicks comeback story culminated in their 75th anniversary celebration. Our graphic mark and campaign film honored the intertwined DNA of the city and its favorite basketball team — voiced by the rapping icon, Nas.
HOW TO RESURRECT A CITY IN ONE SEASON OF BASKETBALL
It was deep COVID 2020 and New York City needed a comeback story. We transformed the New York Knicks into a beacon of hope for 8.3 million residents by repurposing a season of advertising into a season of support. Local businesses, struggling fans — they became the heroes in a campaign that gave the greatest city in the world its spark back.
WATCH THE CASE FILM
"WE HERE! WE HERE! The New York Knicks will rise again"
– Stephen A Smith, ESPN
A HYPE REEL WITH GENUINE HEART
Most hype reels all look and sound the same — fast, frenetic and forgettable. We opted for something different. We spoke to the grit and courage of a team that had overcome great adversity. In the process, we launched the now famous Knicks slogan "We Here" — defiantly stating that both the team and this city were back.
WATCH THE 'WE HERE' FILM
75TH ANNIVERSARY CAMPAIGN
The Knicks comeback story culminated in their 75th anniversary celebration. Our graphic mark and campaign film honored the intertwined DNA of the city and its favorite basketball team — voiced by the rapping icon, Nas.