The weight of launching a new iteration of an iconic gaming franchise is a heavy one. That weight compounds when you factor in the fanatic fanbase of the NBA2K franchise. So when we set out to launch the 21st installment of one of the most beloved sports games, we knew the challenge would be high.

The countdown to production begins the final pin drops, and the email that tells us we need to tease out the release of this highly-anticipated title without a single piece of gameplay asset…because it just wasn’t ready. Well, that’s when the challenge became one of the most fun endeavors of showing everything without showing anything at all. After all, our team had been hearing that the game wasn’t finished and that our audience wasn’t ready for what this new version would bring to the table, so that became our inspiration and our line.

MEDIA  Campaign / Content / Social
ROLE  Group Creative Director
AGENCY  Anomaly New York