Pharrell is the face of the NBA and ESPN’s Primetime campaign. Launched during ESPN’s coverage of the Spurs-Pacers showdown in Paris, France, in January, the campaign uses double exposure and classic tracks from Pharrell’s catalogue to “uniquely showcase NBA action and marquee storylines.”
“Using a double exposure technique to uniquely showcase NBA action and marquee storylines, the campaign places Pharrell at the center of a visually stunning environment, tapping into his charisma and style to amplify the excitement around the premiere games on the NBA calendar during the last two months of the regular season,” a press release from ESPN reads. “Drawing conceptual inspiration from his Piece by Piece track, the campaign infuses the idea that the visual layers in the double exposures represent the ‘pieces’ that build both a great team and an unforgettable Primetime matchup. Additional tracks included throughout the campaign run also include N.E.R.D’s Rock Star and Clipse’s Grindin’.”
After its launch in January, the campaign will be featured throughout NBA Rivals Week and NBA Saturday Primetime matchups until March 16, 2025. Marquee games include, but are not limited to, Lakers-Knicks on February 1, Celtics-Knicks on February 8 and Lakers-Nuggets on February 22.
