Arriving at the season’s apex moment meant pivoting marketing creative.

Arriving at the season’s apex moment meant pivoting marketing creative. The ultimate fan “Non-stop”,  anchored the majority of the 22/23 season.  The NBA was looking for creative that would announce the season’s finale, match the scale of the event, and broaden its reach.

How do we make the NBA Finals feel important and inclusive?

Build a campaign that resonates with core and casual fans alike, and gets them to tune in to a linear network broadcast.

Our core and opportunity audiences… they’re tuning in to see can’t-miss performances.

Our campaign needs to portray the NBA Finals as a can’t-miss entertainment event, bringing together sports fans of all levels. Inclusivity happens by broadening the Final’s cultural significance.

Elevate the NBA Finals beyond the sports category

into a can’t-miss cultural event.

We treated the NBA Finals as if it were a global entertainment spectacle. By transforming its look to that of the Academy Awards, we gave Basketball’s biggest moment the significance it deserves.

Slam dunk.

Despite major market teams being absent from the finals, we helped solidify the finals as a must-see moment through iconic visuals to properly cap off the most-watched post-season in the past five years for the NBA.

Full court press.

We delivered coverage for a wide range of media channels and shifting messaging that evolved in real-time over the course of the campaign. From all the varying digital static formats to animated OOH to print, we had this campaign covered.

CREDITS

Client: NBA
Agency: MOCEAN
Executive Producer: Allyson Nevel
Executive Creative: Kevin Lau
Creative Director: Seaton Kim
Design:Ilya Tselyutin
CG: Jonah Hall, Jon Lorenz