The NBA

Unleashing the global growth potential of basketball.

I began working with the NBA when they were at a crossroads between the global ambitions of the Commissioner and the significant headwinds that faced their business at home and abroad. The NBA’s challenge was to find the universal human connection between basketball and their fans: current and future.

I led the team that uncovered the universal reasons behind “why we play,” which in turn inspired a new integrated marketing campaign that drove significant increases in TV ratings and growth of NBA fandom around the world.

This case study film tells the story of the work that I led with the team, beginning with the initial pitch premise.