Fallon Takes And 1 to the Hoop Minneapolis Creatives Earn Assist for New Shoe Campaign

Basketball shoe marketer And 1 tells the story of Minnesota Timberwolves star Kevin Garnett through a 30-second rap snippet in a new campaign from Fallon.

Though account service, media and planning on the $3-5 million business are handled out of Fallon’s New York office, creative was devised by Minneapolis-based Linus Karlsson and Paul Malmstrom. The duo’s work on the account started last year, but the cross-collaboration is likely to continue since Fallon laid off most of its New York-based creative staff in January.

“Hopefully, it will continue,” said copywriter Karlsson, noting he has worked on other campaigns for Fallon’s New York and London offices.