Role

Associate Planner

Agency

VMLY&R

Overview

Every year, NBA 2K releases a new, upgraded version of its iconic basketball simulation game. The brand came to VMLY&R for help creating an integrated brand platform for NBA 2K21 that would drive engagement, extend category leadership, further cultural relevancy and deepen emotional connection among its audience of ballers and gamers.

Campaign Pitch

Building off of 2K20’s “Welcome to the Next” campaign, launch NBA 2K21 with a campaign that exemplifies 2K’s mission of creating and curate the future of basketball culture by pioneering a world of new basketball experiences.

Challenge

Insight

Gen-Z gamers, basketball culture and NBA 2K share an ethos of constant improvement.

Strategy

The best game is never finished

Idea

The New Real