When it was time for Houston Rockets center Dwight Howard to sign autographs in Manila last month, Adidas let his slam dunks to do all the writing.
TBWA \ Santiago Mangada Puno and TBWA\ Singapore used motion capture technology to create a first-of-its-kind activation aptly called Signature Shots, where Howard created autographs with a ball and a court, instead of a pen and paper.
The activation picked lucky fans to play one-on-one versus Howard using a neon green basketball. Like what they do in movie special effects, a computer picks up the movement of the special ball as if it were a pen scribbling lines across paper.
The signature was then printed onto an Adidas shirt as a rare souvenir. What’s scribbled on the shirt isn’t exactly your name, but is also sort of a reminder how the 6’11 basketball star owned you in the court.
Agency: TBWA\ Singapore
Creative Director: Hagan de Villiers
Copywriter: James Holman
Art Director: Nuno Teixeira
Account Director: Peter Etheridge
Planner: Steven Watson
Marketing Manager (adidas): Sarah Fisher
Production Company: Six Toes Singapore
Executive Producer: Haydn Evans
Videographer/Editor: Erasmus William
Videographer/Sound: Ed Cryer
Technical Development: TBWA\ Santiago Mangada Puno
Technical Directors: Tadpole
Event Logistics: RSA
TBWA\ Santiago Mangada Puno (Philippines)
Nino Reyes (Assistant Creative Director)
Jake Tesoro (Creative Director)
Francis Bagnes (Producer)
Anne Rodriguez (Producer)
Maan de la Cruz (Producer)