V29 Music secured JYellowL, one of our managed artists (also being Ireland’s pick for Eurovision 2024), to create an original vocal track specifically tailored for this campaign, adding a unique sonic identity to the commercial.

As part of the post-production workflow, I handled video editing responsibilities, helping to craft the final cut that showcases the aspirational gaming experience at the heart of PlayStation's NBA 2K25 campaign.

This project brought together a powerhouse team of creative agencies and production companies:

• RiffRaff Films – Production

• Translation LLC – Creative Agency

• Tuna + Icon – Post-Production

As part of the post-production workflow, I assisted on video editing efforts, helping to craft the final cut that showcases the aspirational gaming experience at the heart of PlayStation's NBA 2K25 campaign.

This particular portion of the campaign focus on the motivational concept of achievement and progression, asking players to consider how their victories in-game can translate to real-world inspiration and success.