T-Mobile - The NBA As It Happens

Social media has turned the NBA into a 24-7, all-access entertainment extravaganza, where trade rumors, highlights and trash talk spread like wildfire. So we celebrated this new, modern NBA with a campaign called “The NBA as it Happens.” Created in real time during the season – as it happened – the campaign fueled everything from star-studded, must-see TV ads to branded ringtones to a 5,000 square foot exhibit of pure NBA awesomeness at the All Star Game. And somewhere along the way, we turned Charles Barkley into a hip hop superstar.

We turned our TV spot about a mouthy Barkley sound bite into a meme fever-dream music video.

For NBA All Star Weekend, we created a 3-D dome projecting highlights, live streams, player tweets and more - basically all the real-time NBA content fans love.

We created lightning-fast digital LED signage to extend the always-on, 24-7 spirit of the campaign into NBA arenas arund the league.

Creatives: Myself / Rob Hollenbeck / Andy Nordfors / Rob Antley / Director: Spike Lee / Animation: Superfad