ESPN Fields In-House Creative Unit

Teeing off what promises to be a fast-moving upfront marketplace, ESPN has formed an in-house creative unit that will develop custom branded spots for clients.

Dubbed “CreativeWorks,” the new initiative will generate sports-themed spots for linear TV, digital, mobile and print. First to the plate is T-Mobile, which on June 8 will bow a pair of CreativeWorks-produced spots in support of its “$5 Add a Line” campaign. Featuring Hall of Famers Bill Walton and Rick Barry, the first of the two spots will debut during Game 3 of the NBA Finals, on ABC, while the second ad tips off in Game 4 on June 10.

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