Existing at the crossroads of sports and pop culture means forever welcoming new generations of fans who love the league both on and off the court. That meant our campaign had to be extra tuned-in to the players’ personalities and inside jokes from around the league.

The NBA’s generational talents, neverending records, and ever-expanding social presence are what drove us to make a suite of content highlighting the scope of the NBA’s influence from court to the culture.

Our fast-talking superfan is the personification of the NBA itself. He’s the ultimate NBA fan who can talk to anyone, anywhere, at any time—transcending generations of fans. Our social-first approach allowed us to connect with the younger audience and those fans who prioritize the social nature of the game, from inside jokes to memes, while our TV and radio spots took the same generation-spanning content and made sure it reached the more traditional fanbase. All of our audiences saw themselves represented in The Nonstop NBA, creating a generation-transcending campaign with noticeable results – the most-watched NBA Opening Night in 5 years with 7.3 million viewers, a 17% increase from the year before.

In the NBA, nonstop evolution is the name of the game. Just when you think the drama and action have reached a peak, the league evolves in new ways to deliver new thrills, spectacles, and influences. Even still, it's never just about what’s happening on the court.

As the league enters the fourth quarter of its first century, the start-of-season tipoff represented the perfect moment to show just how the league never stops getting greater – plays are getting faster, NBA Twitter is getting louder, fits are getting drippier, and so much more.

With tailored creative designed to excite all corners of the NBA community, we reminded core fans why the NBA is the pacesetter for all other leagues to follow, and galvanized casual and curious fans to tune in night after night, for this season and beyond.

Shot in three locations around LA, plus two remote shoot days in San Francisco, CA and Camden, NJ, this campaign allowed our editors, writers, and director to work together creatively on how to best tie the film together with smooth transitions for the biggest impact on the story. The variety of locations and talent personalities let us emphasize both the intensity and humor behind this campaign–from Jayson Tatum and Joel Embiid in the gym training to Damian Lillard in the studio to Tyler Herro in a classroom full of kindergarteners–ensuring fans across the board felt represented and our story worked from start to finish. We rolled out the main film followed by a 30 second cut-down after the season got rolling and another as we approached the holidays. By covering our bases across traditional media with radio and TV spots, as well as social media shorts, we were able to

By leveraging an avatar of NBA fandom that expressed the full spectrum of league love — love of the on-court action, the basketball community, and basketball culture — our Start of Season creative achieved the wide reach we were aiming for - culminating in the most-watched NBA Opening Night in 5 years with 7.3 million viewers, a 17% increase from the year before.

The campaign garnered pickup across top-tier sports, sports business and lifestyle outlets including Sports Business Daily, SportBusiness, The Source, Sports Illustrated, and more. Of note, Muse By Clio commented that the brand campaign’s “fan's-eye-view feels like a change of pace for a juggernaut that never stops driving the worlds of sports, fashion and music in unexpected ways.”

Additional amplification on social included posts from Complex Sports, The Source, Clutch Points, NBC Chicago, and around the world coverage included France, Latin America, Serbia and the U.K.