Client: NBA 2K (2K Games)

Agency: Goodby Silverstein & Partners

Production Company: Soft Spot

Director: Tomás Whitmore

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What the campaign was about

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A push from creative agency Goodby Silverstein & Partners to plant NBA 2K deeper in basketball culture year-round, not just at launch. Built around the idea that the obsession never switches off - glowing courts, neon signs, a city alive after dark. Rather than one hero spot, it was built like a mixtape: roughly 30 pieces of content released day after day, with more than ten NBA and WNBA athletes, including cover stars Victor Wembanyama, Caitlin Clark and Derrick Rose.

What Lost Loved sourced and licensed

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Lost Loved sourced archival imagery to support the shot content, licensing images of the iconic New York basketball court, 'The Cage', from the 1970s.

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