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barrettSF’s “Never Say Never” Campaign for WWE 2K19 Culminates with Launch Anthem

Advertising agency barrettSF concludes its multimedia marketing campaign with a video showcasing prolific WWE Superstars to launch this year’s release in the popular WWE 2K video game franchise. WWE 2K19 released October 9 for the PlayStation4 computer entertainment system, Xbox One family of devices including the Xbox One X, and Windows PC.

The theme of the campaign – “Never Say Never” – is brought to life in the ad through the backstories of the featured WWE Superstars, highlighting their improbable individual journeys to WWE stardom.

The commercial is the last in a series of four, all of which are tied together with the “Never Say Never” theme. The prior three ads showcased WWE Superstars “Rowdy” Ronda Rousey and Daniel Bryan, as well as former WWE Champion Rey Mysterio. But, in this final chapter of the campaign, a broad array of WWE Superstars are on prominent display.

From an unlikely ascension of the shorter-statured Rey Mysterio in a land of giants, to former reality star The Miz’s crossover success, to the redemption story of WWE 2K19 cover Superstar AJ Styles, the campaign highlights how each WWE Superstar overcame the odds in visually distinctive ways.

The ad broke on October 1 and will air globally on broadcast, as well as on a variety of digital and social platforms.

“There’s no instruction manual for how to make it in WWE, and ultimately WWE 2K19,” said Todd Eisner, creative director at barrettSF. “Every WWE Superstar’s story is different, yet each has one thing in common – they were all told they’d never make it. It’s fun to celebrate those who make their dreams come true, especially when the dream is as wild as becoming a WWE Superstar.”

barrettSF began its relationship with 2K for the launch of WWE 2K15 in 2014, making this their fifth year of campaign partnership.

“Never Say Never”

Advertising Agency: barrettSF, San Francisco, CA (USA)
Executive Creative Director - Jamie Barrett
Creative Director - Todd Eisner
Associate Creative Directors - Jen Hart, Meredith Karr
Head of Production - Conor Duignan
Senior Producer - Katherine Bruens
Patrick Kelly - Managing Director, Founder
William de Ryk - Account Director
Julia Ortinez-Hansen - Account Supervisor

Production Company: Golden
Directors - Wolfberg and Jake Banks
Creative Director - Jake Banks
Editor - Volkert Besseling
Colorist - Luis Silva
Design - Chadwick Halbritter, Chris Murray, Satomi Nagata, Kenneth Robin, Gordon Waltho
VFX / Animation - Aaron Benoit, Jose Ponce, Giancarlo Rondani, Ilya Tselyutin, Luke Yoo
Executive Producer - Matthew Marquis
Line Producer - Rick Brown
Post Producer - Kevin Gallagher

Music House: Tuesday Collective
Composer: Theo de Gunzburg

Sound Design & Mix: One Union
Senior Engineer: Joaby Deal
Senior Engineer: Matt Wood
Executive Producer: Vickie Sornsilp

Client: 2K
Melissa Bell - SVP, Head of Global Marketing
Chris Snyder - VP of Marketing
Bryce Yang - Director, Brand Marketing
Greg Zale - Senior Brand Manager
Ramon Aranda - Associate Product Manager
Robert Hearon - Associate Brand Manager
Mitchell Jagodinski - Marketing Coordinator

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