NBA / PLAY FOR IT / 3D Anamorphic Billboards

ImpactX / NBA / Outfront / Branded Cities / Big Outdoors

The NBA raised the stakes of the regular season with the Emirates NBA Cup, a knockout-style tournament featuring every team competing for ultimate glory and a major cash prize. To match the excitement, Impact X at Rapport and the NBA partnered with Adolescent to create a jaw-dropping anamorphic campaign showcased on the nation’s biggest billboards—and we delivered a slam dunk!

We partnered with the NBA to create the bold ‘Play for It’ 'concept, inspired by the commercial’s climactic moment where players risk it all for the NBA Cup. Featuring dynamic NBA star showcases, laser beam transitions, and a gold backdrop, the visuals amplified the elegance and intensity of the competition.

Las Vegas

The campaign opened with a striking animated vault door reveal of the NBA Cup, complemented by gold playing cards and a high-stakes Vegas vibe that evolved throughout the tournament to keep fans hooked.

NYC

Live Boards

Campaign Visual Reference

Creative Development

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The campaign extended beyond billboards to transit hubs and bus shelters, ensuring nationwide buzz. From massive screens to city streets in over 500 locations, our work captured the drama and energy of the Emirates NBA Cup, creating a legendary, unforgettable campaign.

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