Client
NBA
+
Scope
Film + Activation
NBA Lane
Project Summary
How do you encapsulate a culture that evolves every day into one cohesive, celebratory campaign spanning 75 seasons? Welcome to NBA Lane – where 75 years of history live together in one basketball utopia. We imagined a world that could house stories of the past, present, and future in a way that would resonate with young, old, hardcore, and casual NBA fans alike because they could all see themselves playing a role in this endlessly vibrant community.
Result
80+ Million
Views within 24 Hours
Result
8% Lift
Year-over-year TV ratings
Execution
Our initial expression of this world was a short film called “Welcome to NBA Lane,” which starred over 30 current and former NBA players. Actor Michael B. Jordan served as our neighborhood guide.
Our launch film was littered with over 50 Easter eggs, so we tasked NBA-obsessed Reddit users with uncovering them all with the coveted Argentium award on the line.
World Building
Because NBA Lane represents a community built over three quarters of a century and, like our game, continues to grow, we launched subsequent episodes for Christmas, the Playoffs, and the NBA Finals, all of which welcomed new fans to The Lane.
Insight
