The Brief
The NBA approached us for a campaign that needed to land at global league scale. The brief was tight, the timeline was tighter, and the cultural register had to be unmistakably basketball, for an audience that knows the difference.
The Challenge
Nine days, pre-production to live. At NBA scale, that's not a timeline, it's a stress test. Every decision had to be the right one the first time. There was no room for the work to find itself in the edit.
The strongest sport campaigns aren't about the sport. They're about what the sport gives the people who watch it. We built the campaign around a single emotional through-line, the feeling of recognition, of seeing yourself in the game. Then we found the visual language that could carry that line at NBA scale, in nine days.
“At league scale, the brief is the camera. Get it pointed right, and the work shoots itself.”
