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Print ads featured our failed NBA rookies in their post-NBA lives. Photographer: Sean Murphy

Another print ad demonstrating that life after the NBA might not always be what you thought. Photographer: Sean Murphy

Each character had a bio/stat page with links to fun interactive content.

We also created some fun schwag for each player, like this instructional DVD featuring Billy Joe Cuthbert.

There was even an online store, where unique items like Billy Joe's nasty sneakers or Sweet Money’s fragrance (Eau de Money) could be purchased. Unfortunately, due to limited availability, the store sold out very quickly!

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Campaign was designed to have a retro look and featured three fictional NBA rookies who each failed their first year. In this spot, Billy Joe Cuthbert teaches us what it means to give 111%.

The second spot showed where another promising player wound up once people figured out he couldn’t shoot the rock.

"Sergei Vogavich" TV

Print ads featured our failed NBA rookies in their post-NBA lives. Photographer: Sean Murphy

Another print ad demonstrating that life after the NBA might not always be what you thought. Photographer: Sean Murphy

Fun microsite where people could learn more about their favorite failed NBA rookies. And how to avoid ending up like them.

Each character had a bio/stat page with links to fun interactive content.

We also created some fun schwag for each player, like this instructional DVD featuring Billy Joe Cuthbert.

There was even an online store, where unique items like Billy Joe's nasty sneakers or Sweet Money’s fragrance (Eau de Money) could be purchased. Unfortunately, due to limited availability, the store sold out very quickly!

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