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Design Category
Promotional design and advertising, 2002
Design firm
Motion Theory (Venice, California)
Collection
(2003) AIGA 365: 24
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“To some folks, basketball’s just a fancy vegetable. To us, it’s a way of life.” So says Farmer Floyd, the fictional farmer brought to life in this campaign for DIRECTV’s premium college basketball subscription package. Each spot takes a mockumentary look at a farm that “grows” basketballs for the upcoming season, building a narrative with live-action footage, interviews, game highlights, vintage photos and even a veteran Harlem Globetrotter. The result is a cross between the signature ESPN SportsCenter advertisements and a Ken Burns documentary—a memorable and funny campaign that reaches out to dedicated college basketball fans.