Every year we update the creative for the NBA regular season, as well as other NBA properties. This year, we collaborated with R/GA, an advertising agency. They produced really great work, and it was very fresh. The NBA on ESPN client wanted to pursue some options in terms of rethinking & extending this visual system. Thus, I produced and pitched two potential solutions. I extended on the contemporary streetwear moodboard with an emphasis on collaboration. Suggesting that NBA & ESPN are collaborating to produce this content. Also, this caters to games being seen as collaborations between teams. Through this lens, I formulated the positioning attributes & wrote the campaign statement / slogan. The design assets were a lot of fun to work on, as NBA as a sport is very young and flexible.