Client
NBA
+
Scope
Film + Activation
In-Season Tournament Launch
Project Summary
The 2023-24 NBA season marked the introduction of the first-ever In-Season Tournament, designed to drum up excitement in the early months of the season. All culminating with an elimination tournament and championship in Las Vegas. While the fans didn’t know what to expect, the players made it clear they wanted to be the first to claim a new league title. By any means necessary. We brought together the intensity of NBA basketball and the high-stakes glamor of Las Vegas with a Heist. The perfect setting to show how everyone wanted to get their hands on this brand-new prize that was taking over Sin City.
Result
43.1M total views
7x the NBA benchmark
Result
62%
Engagement rate
Insight
With a brand new tentpole event in the league, we wanted to show just how passionate NBA players can get when there's a new trophy on the line.
The Heist was an epic dramatization of the effort put in and the lengths these athletes will go to win. But no level of sneaking or stealing can guarantee the NBA Cup will be theirs – as our ringleader, played by Michael Imperioli, so deftly puts it, we've got to "see what happens on the court."
Insight
To round out our launch, we also partnered with highly-skilled CGI artists to create hyper-realistic videos showing how the NBA was taking over the Las Vegas strip. Proving that once the NBA comes to town, everyone has their eyes on the prize.
Insight
