Cameron Murray
copywriter and associate creative director
NBA 2K19 | They Will Know Your Name
There’s a unique truth inside NBA 2K: the better you play, the bigger your legend becomes. Not just in-game, but socially, culturally, among your friends, rivals, and squad.
“They Will Know Your Name” turned that truth into a promise. A bridge between real-world ambition and digital notoriety. A reminder that greatness in 2K can take you to the top.
When designing the 20th anniversary cover of NBA 2K19, we wanted create a canvas for self-expression. In collaboration with LeBron James, we built a visual language pulled directly from his personal mythology: the words, milestones, and mantras that shaped the King’s rise.
The result was a cover that didn’t just celebrate 2K history — it invited players to imagine their own.
BEHIND EVERY LEGEND IS A NARRATIVE
THAT SHAPES THEIR LEGACY.
Our cover transcended gaming culture as people on social media, celebrities,
and athletes from other sports started designing their own versions.
Press: ESPN, Sports Illustrated, Bleacher Report, Hypebeast, Highsnobiety, Adweek, Forbes, Washington Post, Variety, CBS, and more.