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MK12 Drives Two-Spot Campaign for EA Games

Street artist David Choe's urban illustrations brought to life (November 23, 2004)

Animating the work of acclaimed graffiti artist David Choe, the designer-director collective MK12, via production company The Ebeling Group, brings to life a gritty urban landscape in two 30-second TV spots for the EA Games title "Need for Speed: Underground 2." The two spots, "Alter Ego" and "Hunter Hunted" were completed through Wieden + Kennedy, Portland.

"Our experience with MK12 / The Ebeling Group on the Need For Speed project was wonderful," said Niki Polyocan, producer, Wieden + Kennedy. "The process of integrating the game world with David Choe's illustrations was kind of a mysterious chasm for us at first, but through whatever weird voodoo MK12 is practicing, they've figured how to do it in a completely fresh and unexpected way that looks like nothing else on the air right now. Out of the gate, the chemistry with MK12 was right, and we'd work with them again in a heartbeat."

Although widely recognized as a street artist, painter, muralist and designer of award-winning graphic novels and magazine covers, this is David Choe's first foray into the advertising world. Wieden + Kennedy tapped him initially to create the "Need for Speed: Underground 2" print campaign, then turned to MK12 to animate Choe's resulting artwork for TV and cinema advertising. Choe's and MK12's collaboration was a meeting of like minds, since both parties share a fondness for urban culture and graphic novels (MK12's Matt Fraction penned "The Annotated Man-Tooth," while Choe wrote and illustrated "Slow Jams," among others.)

The two spots, "Alter Ego" and "Hunter Hunted" feature graphics of the game's cars speeding through various hand-drawn environments illustrated in Choe's distinctive style, with animation by MK12. Graffiti-inspired flourishes zigzag through each frame, as the vehicles gradually morph into several of the game's 70 billion customizations, makes and models available. Real "Tuners" "Fast and the Furious"-type sports cars stream-of-consciousness voiceovers. The EA Games logo and tagline, "Challenge Everything" closes each spot.

About The Ebeling Group
The Ebeling Group (TEG) is an international production company with offices in Los Angeles, New York and Brazil. The TEG roster includes world-renowned designers and directors MK12, Nakd, Lobo, LBA, Tronic and Caskey. These companies have been awarded with distinctions from The Art Director's Club, BDA, The Clios and The One Show among others. TEG projects<AND directors films, commercials, promos and music videos for clients including Adidas, Coca-Cola, Diesel, Levi's, TNT, MTV, Nike and Ford have garnered accolades from the global design, production and advertising industry. The company's work has been showcased at Resfest, onedotzero, Sundance Film Festival and the Guggenheim Museum in Bilbao, Spain.

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About MK12
Artist collective and design lab MK12 was founded in the summer of 2000 and is located in Kansas City, MO. MK12 has completed broadcast and commercial design work for clients including Diesel, Adidas, EA, MTV, Cartoon Network and Best Buy, as well as music videos for Hot Hot Heat, The Faint and Funkstorung, the experimental films "Untitled 02: Infinity," "4-D Softcore Sweaterporn," "Ultra Love Ninja" and show opens for two years of RESFEST.

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Project Credits
Company: The Ebeling Group
Airdate: November 8, November 15
Client: EA Games
Title Of Spot: :30 "Alter Ego" :30 "Hunter Hunted"

Production Company: The Ebeling Group / Playa Del Rey, CA
Director: MK12 Exec.
Producer: Mick Ebeling
Head of Production: Alex Dervin
Producer: Sue Lee

Advertising Agency: Wieden + Kennedy / Portland, OR
Creative Director: Steve Luker
CD/Copywriter: Roger Camp
Producer: Niki Polyocan

Editorial Company: MK12 / Kansas City, MO
Editor: MK12

Sound Editing: The Joint / Portland, OR
Editors: David Jahns, Corky Devault, Matt Hilber

Audio Post Company: Lime Studios / Santa Monica, CA (for "Alter Ego")
Mixer: Loren Silber

Audio Post Company: Eleven Studios / Santa Monica (for "Hunter Hunted")
Mixer: Jeff Payne

Music: Snoop Dogg featuring The Doors Track: Riders On The Storm (Fredwreck Remix)


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Related Keywords:MK12, EA Games, David Choe, graffiti artist, The Ebeling Group, Need for Speed: Underground 2, Wieden + Kennedy, Niki Polyocan, Matt Fraction, animation, Sue Lee, Mick Ebeling, Roger Camp, Niki Polyocan, David Jahns, Corky Devault, Matt Hilber, Lime Studios, The Joint, Eleven Studios, Jeff Payne, Loren Silber,

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