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Maiden Lane for Fathead

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Each week, The Examiner showcases an advertising campaign by a local company.

Job: Introduce Fatheads — 7-foot-tall adhesive wall graphics of NBA, NFL, MLB, NASCAR and college football stars.

Agency: Maiden Lane, San Francisco. Principals: Bob Gardner, John Maxham, Christine Huang, David Cumpton, Doug Powell, Chris Snook, Justin Curtis. Other clients: The Michelin Guide, Woodbridge, Del Monte, Fisher-Price, Delta Dental.

Team: John Maxham, chief creative officer; Michael Wilde, creative director; Julie Costanzo, producer; Annalyn Duke, Kelly Heikka, and Carley Prebble, account management.

The media plan: TV campaign running on Fox Sports, ESPN, Dish Network, Direct TV, Comedy Central, Spike, Men’s Channel, NBA TV, WGN, NFL Network and Network TV. Online campaign launches in February.

The theme: “Are you fan enough?”

The concept: In a spot titled Think Fast, a basketball fanatic has the walls of his loft covered with NBA Fatheads. He engages the life-like wall graphics in a battle of skills and trash talking.

John Maxham

Age: 35

Position: Chief creative officer

Agency background: TeamOne (Los Angeles), Lowe Worldwide (NY), TBWA/Chiat/Day (NY)

What drove your development of the concept: A fascination with the extreme lengths that sports fans will go to show their love of the game.

Working on next: A top secret new product that will turn the beverage industry on its head when it launches in spring.

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