NBA2K
Welcome to the Next

This isn’t a game.
This is the place everything else follows.
This is the place present can’t catch.

CHAPTER I: NEXT IS HERE

For NBA 2K20, we created a campaign that featured an array of next makers who are crafting culture.
Starting with cover athletes Anthony Davis, possibly the next NBA champion, and Dwyane Wade, the next NBA legend,
we created covers that told their stories through easter eggs from their past and future.

CHAPTER II: RATINGS RELEASE

Over the summer, we continued to build momentum for the game release by
turning what's traditionally just a tweet from 2K, into a 60-minute live show featuring rating reveals,
interviews with 2K insiders, special guest drop-ins and fan engagement during every segment.
With 48K concurrent viewers and over 825K total views, #2KRatings trended #1 in the U.S. and #2 in the world.

CHAPTER III: HOUSE OF NEXT

We debuted a launch film that takes a deep dive into the world of NBA 2K.
The film is full of easter eggs. From the music (an original song), to the wardrobe (all up-and-coming brands)
and the talent (rising stars on and off the court), everything had an element of “next.”

CHAPTER IV: TOBE

Alongside Tobe, we created an exclusive track for the launch film House of Next called “We Got Next”
that later was released in its full length to the masses.
Currently is a top 10 track for Tobe with 1.5 million streams.

CHAPTER V: THE PARTY

Alongside NRG, we followed the theme of “NEXT” and curated the launch party
with up and coming taste-makers, designers and musicians.

Ben Baller - Jewelry maker
Billy Keel - Ball Installation Artist
Erin Miller - Mural Artist Rude - Apparel Display
IH Nom Uh Nit - Apparel Display
Shoe Surgeon - Custom Sneakers
Tobe - Music
Choppa - Music

CREDITS

Creatives: Zack Browne, Alfonso Ruiz, Kate Ursu, Lynn Nakamura, Joe Rose
Director: US
Editorial: Biff Butler
Event: NRG