CP+B and James Harden Call on Master Groomer ‘The Beard Guru’

By Patrick Coffee 

In this new, extended clip created by CP+B to promote NBA2k15 (set to be released in October), Rockets guard James Harden has a problem. Not, it’s not his defense: it’s his beard, which is too intense for the game’s new “face scanning technology.”

In order to address the matter, he turns to the appropriately Germanic “Beard Guru”:

As people with beards, we love this spot. Anthony Davis’ cameo really makes it, and we’d like to test that scanning technology ourselves.

Unfortunately, the Guru is not real. Germans’ ability to grow and preen amazing facial hair, however, is almost too real.

Credits

FORMAL CLIENT NAME: 2K Sports

CAMPAIGN TITLE: Your Time Has Come

EXECUTION TITLE: Beard Guru

 

AGENCY: CP+B

EXECUTIVE CREATIVE DIRECTOR(s): Sue Anderson (VP)

CREATIVE DIRECTOR(s): Cameron Harris (VP), Hoj Jomehri

SR ART DIRECTOR (s): Nicholas Loftus

COPYWRITER (s): Joel Kaplan

JR. COPYWRITER(s): Alex Behles

JR. ART DIRECTOR(s): Chad Ford

VP DIRECTOR OF VIDEO PRODUCTION: Kate Hildebrant

VP EXECUTIVE INTEGRATED PRODUCER, VIDEO: Sloan Schroeder

INTEGRATED PRODUCER: Addison Born

 

PRODUCTION COMPANY & CITY: Far & Wide, Los Angeles, CA

DIRECTOR: HAM

LINE PRODUCER (PRODUCTION CO): Gabrielle Yuro

DIRECTOR OF PHOTOGRAPHY: Trent Opaloch

 

EDITORIAL COMPANY & CITY: Lost Planet, Santa Monica, CA

EDITOR: Max Koepke

ASSISTANT EDITOR: Federico Brusilovsky

POST PRODUCER: Karena Ajamian

EXECUTIVE PRODUCER: Robert Owens

 

POST PRODUCTION & CITY: Method LA

FLAME ARTIST: Noah Caddis

MIX COMPANY & CITY: Lime Studios, Santa Monica, CA

AUDIO ENGINEER: Matt Miller, Mark Meyheus

COLOR DESIGN COMPANY & CITY: Company 3 LA

COLORIST: Stefan Sonnenfeld

VP GROUP ACCOUNT DIRECTOR: Ryan Skubic

CONTENT MANAGER: Jake Welch

VP DIRECTOR OF BUSINESS AFFAIRS: Nancy Espinal

SR. BUSINESS AFFAIRS MANAGER: Rebecca Williams

GROUP DIRECTOR, PLANNING: David Measer

PROJECT MANAGER: Crystal Newberry

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