CHALLENGE:

The NBA was about to return for its 75th season. Players and fans alike would be stepping into the arena in person for the first time since the onset of the Covid19 pandemic. How do we commemorate such a big moment with only 3 weeks until tipoff?

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SOLUTION:

We thought about all the things covid took away from us under the lens of sport and one thing stood out - the ability to embrace our teammates and competitors in moments of celebration and comfort. We sourced footage of the most iconic on-court embraces and paired them with an emotive and iconic love ballad, paying homage to the players and the moments we've missed. 

 

Our original ask included a video and cut downs for Nike social and the Nike App. But as the edit took shape, the client saw the potential and quickly increased the media budget to include prominent DOOH placements and national broadcast spot airing during the first two weeks of the NBA season. 3 weeks from brief to delivery, this was a sprint to the finish and a testament to what can happen when pure passion is the driving force behind the work.