Sounds Of The City brings the brand promise of “the sound that takes you” to life with a pairing of renowned music producers and NBA superstars to create an anthem track inspired by the city they love and represent - whether their home market or their birthplace. This series has gotten attention for revealing the lives and dimensional personalities of our featured players and truly demonstrate how JBL sound enhances their game. The series debut, and each respective episode was covered by Complex and featured across the pages of Genius.

As we move into 2019, we’ll be adding to our SOTC stories through additional league explorations outside of the NBA, both domestically and overseas.

MEDIA  Campaign / Content /
Social / Experiential
ROLE  Group Creative Director
AGENCY  Translation

As a crowning moment to the beginning of the 2019 season, we also were given the opportunity to bring the films to life for an NBA All-Star Weekend experience. This activation lead to a comprehensive Sounds Of The City activation which attendees could product test and dive into each of the tracks from the films. Upon turning on the experience, the our SOTC space would light up in the corresponding city color to recreate the colored lighting and vibe of the ending reveal of each film. Furthering the storytelling of our multi-faceted story across both artist and athletes, a full breakdown of each of the episode’s stars and layers were unfolded across the space, with specially crafted giveaways for who attended the event.