Branded Content. Social, Gaming, Sneakers

ExxonMobil’s Mobil 1 is the official Motor Oil sponsor of the NBA. They asked us to create a campaign that connects basketball fans to the unseen ingredient that powers their favorite NBA players. Kinda like how motor oil powers the performance of a cars. 

We worked with Bleacher Report and House of Highlights to give followers a look behind the drive of power players Julius Randall and Karl Anthony Towns (KAT), on and off the court. Interview footage paired with animated vignettes about their drive and motivation.

Then, we took it to the closet to hear about their sneaker-head passions, and partnered with prominent sneaker artist Dan "Mache" Gamache to create a custom (and extremely rare) Mobile One sneaker.

Finally, we creating a head-to-head event on NBA 2K where Julius and KAT played for a charity of their choice. The event live-streamed on Twitch, and all other content lived on Bleacher Report, House of Highlights, and across social feeds.