As the NBA’s newest beverage partner, Mountain Dew looked to bring the essence of this partnership to life in a unique, ownable way. Because DEW empowers its consumers to enhance the lifestyle that moves them, its relationship with the NBA focuses on “the game beyond the game”—everything from style, to video games, to the music that drives hoops culture.

We set out to showcase and celebrate the partnership, acknowledging the magnitude of Toronto hosting NBA All-Star 2016. We crafted a visual and written story that was relevant to the league, the All-Stars and the city of Toronto, incorporating stars from across the NBA. For additional cultural context, we included elements from Naturel’s adaptation of the Toronto skyline, as well as language specific to Toronto culture—and by leveraging eye-catching, high-traffic sections throughout Union Station, we found a way to be both locally relevant and resonant across the league.