Launching NBA2K21 meant meeting sky-high expectations—without a single gameplay asset to show. With pressure mounting and the game still in development, we flipped the narrative.
If fans weren’t ready for what was coming, we’d build hype by leaning into that mystery. The absence became the story: a tease campaign that said everything by showing nothing.
MEDIA Campaign / Content / Social
ROLE Group Creative Director
AGENCY Anomaly New York
