HOW DO YOU CELEBRATE 75 YEARS OF NBA HISTORY?
By opening the doors to fans to a fictional community that we would all want to be a part of. A basketball utopia where NBA ballers from past and present come together. Creatively we wanted to push beyond the typical highlight reel and instead construct a physical space that’s alive, amplifying the most legendary personalities of the league and creating a world around them. Our launch film was littered with over 50 Easter eggs meant to connect and celebrate new and old fans alike and it also got a lot of love:
• Sports Emmy Award-Winner for Outstanding Production Design/Art Direction. 2x Nominee: Outstanding Short Feature, Outstanding Edit - Short Form.
• Clio Sports 2022 (8x), Gold (Film – 61 seconds to 5 minutes); Silver (Film – 60 or less, Film Craft – Copywriting, Silver, Film Craft – Direction); Bronze (Branded Content – Athlete Storytelling, Film Craft – Editing, Integrated Campaign); Shortlist (Film Craft – Visual Effects)
• 2022 AICP Show, Shortlist (Production)
• Sports Business Journal, Best Creative of 2021
• Adweek, "Best Ads of 2021, No. 4"
• The One Show, Shortlist (Long-Form Series)
• The Webbys, 3x Nominee (Branded Entertainment, Sports; Media & Advertising, Best Copywriting; Social Videos, Sports)
• The Tellys, Gold (Writing), Silver (Art Direction), Silver (Sports)
• Complex, “Greatest NBA Commercial”
• Adweek, “One of the Best Sports Ads Ever“
• Sportscenter, “This NBA video is INCREDIBLE 🙌 “
• Fast Company “Epic Ad”
• ESPN - Can you imagine covering seven-plus decades of history within three minutes?
“Welcome to the GREATEST NEIGHBORHOOD in the entire 🌎” - LeBron James
Hours after posting, views for Welcome to NBA Lane jumped over 80 million across platforms.
We also brought NBA Lane into the real world with a booth at ComplexCon.
In total, we worked with over 40 current NBA stars and former legends to welcome fans into the neighborhood.
FAN ART <3
CREDITS (TRANSLATION AGENCY):
CONCEPT CREATOR & SR. ART DIRECTOR: JOHANA MARTINEZ
CONCEPT CREATOR & SR. COPYWRITER: CHANAE REED
CD: STEVE HORN
CD: MINA MIKHAEL