ROLE: Creative Director / Director

Sports games have always struggled to compete with the immersive storylines in games like Halo and Grand Theft Auto. To counter that, NBA 2K enlisted basketball super-fan Spike Lee to direct a 90-minute storyline, giving gamers the opportunity to star in their very own Spike Lee Joint.

2016 Clio Sports Silver - Social Media 
2016 IDEA Awards - Best Social Campaign

Shoot Online
The Washington Post
Bleacher Report

RESULTS: Record pre-order sales, record sales and 41,393,143 social impressions.

Launch Film: “Story is Everything”


The World’s First Twitter Casting Call

To get fans personally involved, we held the world's first Twitter Casting Call. The winner was scanned into the game and featured as the protagonist in the global launch trailer for Spike's NBA 2K narrative, Livin Da Dream, which premiered at our film / game launch event.

We received over 11,000 audition videos.


To announce our cover athletes, we created three short films where Spike Lee shares each of their journeys to the NBA. We followed up each video by dropping the player's respective cover on social. 


The Soundtrack

Every great film has an amazing soundtrack. Livin’ Da Dream was no different. To craft the soundtrack to your NBA journey, we enlisted DJ Khaled, DJ Mustard and the legend, DJ Premier. We created hype by sending custom boom boxes out to major game bloggers:

Some of the biggest game bloggers and fans created unboxing videos, showing love for the campaign.



Using Format