Mullen Lowe

JetBlue Airways “Mr Whammy”

This piece was shown live on January 20th at the Brooklyn Nets’ home arena, the Barclays Center, during the basketball  team’s match against the Cleveland Cavaliers. It tells the story of Bruce Reznick, a 79-year-old lawyer from Brooklyn, NY, who’s considered the number 1 fan of the Nets. He has barely missed a home game for the past 20 years, but that’s not his only claim to fame: he is also known as Mr. Whammy, thanks to the unique ritual he performs to distract the Nets’ opponents as they throw foul shots, yelling and waving his arms at them from under the hoop.

To create buzz around JetBlue Airways’ sponsorship of the Brooklyn Nets, Lobo was commissioned to create a short film about Mr. Whammy within a crazy turnover time of just a week, in time for the big game! We managed to do so using a bold and witty combination of live action and illustration. The agency filmed Mr. Reznick telling his own story and talking about how his powers cause opposing shooters to miss free throws. On top of the live action footage we added hand-drawn animated elements that bring his account to life, conjuring up the court, the players and the fans, and enhancing the electricity of Mr. Whammy’s performance.

Stills & Concept Art

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Credits

Director
Diogo Kalil
Creative Director
Mateus de Paula Santos
Creative Executive Producer
Loic François Marie Dubois
Producer
Su Constantine
Concept Artists
Diogo Kalil, Fabiano Broki
2D Animation
Chan Tong, Anderson Omori, Paulo Passaro
Motion Design
Diogo Kalil, Thiago Pinho
Rotoscoping
Aline Sanches, Diego Ruiz, GassanAbdouni Renato Tripi, Rodrigo Vec
Music, Sound design and Final Mixing
PB Anvil FX
Technical Support
Cadu Pennachin
Agency
Mullen Lowe
Managing Partner, Chief Creative Officer
Mark Wenneker
Executive Creative Director
Tim Vacarrino, Dave Weist
VP, Creative Director
Julia Neumann, Amy Ferguson
Senior Art Director
Jay Spahr
Junior Art Director
Michelle Hardy
Senior Copywriter
Cody Dummer
Copywriter
Jonathan Hirsch
SVP, Executive Director Integrated Production
Liza Near
SVP, Director of Broadcast Production
Zeke Bowman
Integrated Producer
Matt Polski
SVP, Group Account Director
Drayton Martin
Senior Account Executive
Vishal Chandawarkar
SVP, Account Director
Jaclyn Ruelle