Client
PlayStation
+
Scope
Film
Win It All
Project Summary
NBA 2K has been a cornerstone of basketball culture for decades, but in a rapidly shifting entertainment landscape, we needed to reignite the passion of fans who had stepped away from gaming. Our audience doesn’t just watch basketball; they live it. They follow highlight reels, analyze stats, debate player rankings, and personalize their fandom. The creative idea was built on the insight that winning in 2K isn’t just about putting up numbers – it's beating your bestie, getting in a run while your baby sleeps, it's escaping to a world away. No matter how you play, where you play, or who you play against, it’s all about that winning feeling.
Execution
Winning in NBA 2K takes you to your wildest hoop dreams and beyond. This campaign transformed the feeling of winning into a cinematic, dreamlike spectacle.
Players don’t just score points—they soar through the sky at tipoff, land on SLAM Magazine covers, and hear crowds chant their names. It’s a seamless blend of gameplay, hyperreal VFX, and cultural storytelling, designed to capture the emotional rush of in-game success.
The campaign spoke directly to the deep, all-consuming culture of basketball fandom. From appearing on the cover of an iconic basketball publication, SLAM Magazine, to breaking records alongside NBA legends like Shaq, the film visualizes moments that die-hard fans dream of. Our film featured 2K ambassadors WNBA star Sabrina Ionescu and the NBA’s Jalen Brunson, two of the most loved stars in the hoopiverse.
Insight
