The NBA needed a playoffs campaign that could come to life across TV, social, OOH, print, radio, digital banners, video game placements, bus wraps, t-shirts, and, of course, socks. And they wanted to appeal to a younger audience.
So we teamed up with Michael B. Jordan, Murda Beatz, and the equally-talented-yet-much-less-famous artists at Aardman Nathan Love to create an epic comic book story.
At the center of this campaign were TV spots that could be updated throughout the playoffs to accurately reflect which teams were still playing for a championship. To accomplish this, we built a massive toolkit with illustrations and superpowers for multiple players on each team. These assets, along with actual highlights from the playoffs themselves, were interchangeable so that the work would always remain fresh.
