State Farm
ESPN The Last Dance Deepfake

The Challenge

As a mainstay in NBA advertising, State Farm’s role in the space of basketball has been long established, with the brand consistently showing up contextually to the game. The brand’s integration into the long-awaited The Last Dance documentary was underway with a practical shoot planned, when the pandemic derailed our plans.

The Idea

1 / 5

The idea started as filming man-on-the-street interviews with Bulls fans, sneaking in foresight truths to what otherwise appeared to be ’90s footage. We pivoted the idea to take advantage of ESPN's bank of existing footage, using cutting-edge technology to not only minimize live production, but also lean further into the theme of the documentary with authentic footage.

The Work

With the narrative of The Last Dance largely driven by vintage sports reporting, we used facial mapping and voice engineering to design the ultimate SportsCenter broadcasts, seamlessly blending into the ’90s nostalgia of the documentary. Working with ESPN CreativeWorks, we launched two :30 films with ESPN’s Kenny Mayne, Keith Olbermann, and Linda Cohn delivering eerie premonitions of the future. State Farm was highlighted with authentic sponsorship then and now – proving that like a good neighbor, State Farm is (and was) there.
  • Play
  • Play
1 / 2

The Impact

The result was creative that was so integrated into the documentary, fans did a double take thinking they missed the end of a commercial break. Fans then flocked to social channels to share their reactions, making State Farm a central part of cultural conversation surrounding the documentary.

56MM

impressions across social

1,956,400

online views

Coverage

by the likes of New York Times, AdWeek, Fast Company, Muse by Clio, and USA Today.

more
work

NFL —
Inside These Lines

NFL —
Inside These Lines

With Translation’s help, the NFL made a brand statement built on the values of the game and spread a message of unity on football’s biggest stage, Super Bowl LI.

NBA —
From Hype to Heart

NBA —
From Hype to Heart

The NBA is one of the most popular sports leagues in the world, but the league was trying to find a way to deepen the connection that fans want to feel – to both their favorite team and the game itself. That's where Translation came in.

Beats by Dre —
The Shop

Beats by Dre —
The Shop

We helped Beats steal the spotlight by creating “The Shop” – an online series that featured hot takes and uncensored debates between some of today's greatest players and performers.

State Farm —
Chris and Cliff

State Farm —
Chris and Cliff

With the birth of NBA superstar Chris Paul’s alter ego and twin brother Cliff Paul, we transformed the cultural narrative around insurance and the value of an assist.

HBO —
The Defiant Ones

HBO —
The Defiant Ones

HBO tapped Translation to lead the launch of one of their most anticipated documentary films. Through our innovative, integrated approach, we delivered the largest documentary audience in the history of the network.

Apple Music —
Chapters

Apple Music —
Chapters

Translation told a story of how Apple Music makes streaming music more human. And in doing so, we sparked a cultural shift in the way Black women are portrayed in advertising. The response was electric.

Brooklyn Nets —
Hello Brooklyn

Brooklyn Nets —
Hello Brooklyn

Translation tapped into Brooklyn pride to introduce the borough to its new hometown basketball team.

Get in
touch
212.299.5505

New York
10 Jay Street
Brooklyn, NY 11201