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MK12 DRIVES TWO-SPOT CAMPAIGN FOR EA GAMES "NEED FOR SPEED: UNDERGROUND 2"

November 26, 2004
MK12 DRIVES TWO-SPOT CAMPAIGN FOR EA GAMES PLAYA DEL REY, CA - Animating the work of acclaimed graffiti artist David Choe, the designer-director collective MK12 (www.mk12.com), via production company The Ebeling Group, brings to life a gritty urban landscape in two :30s for the EA Games title "Need for Speed: Underground 2." The two spots, "Alter Ego" and "Hunter Hunted" were completed through Wieden + Kennedy, Portland.

Although widely recognized as a street artist, painter, muralist and designer of graphic novels and magazine covers, this is 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.

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.


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