The Language
Working with Mekanism and the NBA, we developed a youthful design language for the app and crafted a story that showcases the new features the app has to offer. We filmed NBA stars on location and seamlessly integrated the footage into an exciting film that feels like a blend of an edit and an animation.
The Motion
We developed a modular system that enables the Mekanism and NBA internal creative teams to create additional deliverables. BNS Animation Director Gerald Soto designed a bespoke motion tool that applies the same unique animation to any text entry.
The System
We also created social ads that needed to be translated to multiple platforms. To accomplish this, we devised a universal grid system that allows the same typographic elements to be translated across a variety of aspect ratios. This universal grid has become a BNS standard and continues to evolve.
Problem
How can you get more people to use a better product?
Insight
Basketball can be an exclusive sport where fans can enjoy the game as well as the players, culture, and behind-the-scenes experiences.
Solution
Make a video that shows game highlights and players using the app to stay connected to the game off the court.
Resultion
The once-neglected NBA app is now the fans' destination for everything NBA.
Credits
- CCO & DirectorJonathan Notaro
- CinematographerEric Treml
- Creative DirectorJeff Welk
- DesignersJustin HarderAbi GohClaire Kho
- Matte PainterEdward Grad
- Animation DirectorsGerald Mark SotoPete Germano
- 2D AnimatorsDave LoGiudiceSeong Yeop SimJames VogelAbi Fairfax
- ModelerRyan Chong
- CompositorChris West
- StoryboardsWill Rosado
- Assistant EditorsTyler ByrnesAndrew PolichRyan Rigley
- Flame ArtistTamir Sapir
- ColoristFergus McCall @ Rare Medium
- MusicSonic Union
- Live Action ProducerJoseph Soutullo
- Post ProducerBrendan Mills
- Managing PartnerDevin Brook
- Executive ProducerGarrett Braren