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)