The moment 3-Time NBA Champion and 5-Time All-Star Klay Thompson mentioned he reads the newspaper as part of his daily ritual, Bay Area News Group, the owners of the Mercury News, East Bay Times and others, jumped at the chance to make Klay a spokesperson for their brand. The creative selected was based on a story Klay told about his mother always having a newspaper nearby for him to read. It was her subtle way to encourage him to get informed. Atomic presented the concept by showing several images of Klay through the years and matching them with actors who looked like Klay at those ages. It was a creative and fun way to illustrate “Growing Up Klay”. There’s no better spokesperson to make the pitch that it doesn’t matter if you get the news from digital or print; it just matters that you get it. The campaign included web and digital assets, plus social media vignettes and this 60-second look at the life of Klay.
Klay Thompson Bay Area News Group Campaign
Atomic wrote, produced and directed the entire campaign. Including web, digital and social assets. The commercials were shot on the Red Dragon Digital Camera, edited in Adobe Premiere and finished on the Autodesk Flame.