| Titel | Pierce DNA |
| Agentur | Wieden + Kennedy |
| Kampagne | DNA - EA Sports |
| Werbende | Electronic Arts Inc. |
| Marke | EA Sports |
| Posted | November 2007 |
| Produkt | NBA Live '08 |
| Geschäftsbereich | Videospielekonsolen |
| Slogan | How Does It Feel? |
| Story | NBA superstar Paul Pierce is made up of all the moves he makes. In this spot utilizing in-game footage and special effects, we see trails and PlayStation3 icons showing his every movement in detail. Basketball is truly part of Pauls DNA. |
| Problem | To build anticipation of the launch of NBA Live 08 and emphasize how the newly-added Go To Move for each player puts control in the gamers hands. |
| Medientyp | Fernsehen |
| Länge | |
| Creative Director | Jose Cabaco |
| Creative Director | Tim Wolf |
| Texter | Marc D'Avignon |
| Etatdirektor | Steve Barry |
| Etatdirektor | Victoria Krueger |
| Executive Producer | Jelly Helm |
| Executive Producer | Steve Luker |
| Agency Executive Producer | Ben Grylewicz |
| Art Director | Chris Thurman |
| Agency Producer | Andy Murillo |
| Produktionsfirma | Prologue Films |
| Post-Produktion | Prologue Films |
| Audio-Postproduktion | Lime Studios |
| Regisseur | Kyle Cooper |
| Regisseur | Jesse Jones |
| Regisseur | Danny Yount |
| Tonstudio | Beacon Street |
| Produktionsfirma | Beacon Street |
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