NBATip-Off 2024

How we made fans the star of the NBA season

The Challenge

Make a Tuesday in October feel like Game 7

The Solution

Create key art that puts fans and creators in frame with the stars.

After record viewership for the 2023 Finals, the NBA needed to carry that momentum into the October start of the regular season. The goal was to hold fans from the first tip-off through the high-stakes playoffs.

Our answer was to put fandom at the center of the 2024 key art campaign. With a custom shoot that put prominent talent like Luka Dončić and LeBron James alongside authentic fans and social influencers to expand the cultural reach beyond the hoop, the shoot turned the start of the season into a must-see event, garnering buzzer-beater hype from the jump.