Offering OutlineIntroduction
01 Reactive Moments
02 Game Day Hype
03 "What If" Scenarios
04 Off-Season Options
05 Amplifying Product Calendar
This is a creative content proposal for Open Residency x NBA.
Each piece of creative will feature direction led by Jeff Cole (@cole on Instagram), incorporating his signature art styles into dynamic reels and flash frames. Cole is a distinguished digital artist celebrated for his culturally relevant and dynamic artwork that captures significant moments in sports and pop culture. As co-founder of IKONICK, which holds numerous sports licenses, has an impressive engagement rate of over 10% on Instagram, establishing him as a creative powerhouse. His work resonates deeply with fans and has been used by iconic figures like LeBron James, Lewis Hamilton, and Anthony Edwards to commemorate pivotal moments in their careers. In 2023, Jeff led the creative direction for Adidas' Lionel Messi campaign, "Coming to America," contributing to Messi being recognized as the biggest athlete in America that year.
By developing content creation systems that can be utilized in-house, we enable NBA to adapt quickly to new trends and opportunities. These systems ensure streamlined processes, reduce dependency on external agencies, and empower the internal team to produce culturally relevant and impactful content efficiently.
01 Reactive Moments
Objective: Develop quick-response content to capture and comment on sporting events, trending topics, and breaking news.
Proposal: Recreate iconic moments from the 2023-2024 NBA season with enhanced commentary and crowd noise. For example, after Jamal Murray's game-winning shot against the Lakers, we could produce a video similar to the one posted by 2k but include actual commentary and crowd reactions
02 Game Day Hype
Objective: Create pre-game content designed to build excitement and anticipation.
Proposal: Promote NBA games through a 1v1 matchup narrative rather than a team vs team approach.
03 "What If" Scenarios
Objective: Generate creative and speculative content imagining alternate outcomes and scenarios in NBA history.
Proposal: Michael Jordan and Anthony Edwards comparison: Concept: Create a dynamic video comparing Michael Jordan and Anthony Edwards, similar move to the LeBron Career Path Video. Highlight Ant and Jordan’s similar moves and iconic movements with quick transitions between the two players.
04 Off-Season Options
Objective: Generate engaging content that maintains fan interest and excitement during the NBA off-season.
Bronny James: The most discussed topic will likely be Bronny James and which team will draft him
Concept: If drafted by the Lakers, create dynamic visuals of LeBron and Bronny during the national anthem, highlighting Bronny's inclusion in NBA 2k25, which would drive game sales.
Alternative Scenario: If Bronny is drafted by a team other than the Lakers, a LeBron vs Bronny narrative would generate significant engagement.
Media Day Recreation: Recreate iconic media day photos using NBA 2K.
Concept: Utilize NBA 2k to recreate famous media day photos, providing a unique and engaging visual experience.
2024-2025 Season Hype Video: Build anticipation for the upcoming season.Concept: Emulate the Celtics' seamless transitions of skycam footage using NBA 2k and all teams as a trailer for the game.
Uniform Showcase: Show off teams new uniforms to promote fans to play with the new jerseys in NBA 2k25
Concept: Highlight the new uniforms of the Jazz and Clippers with dynamic visuals and player animations, showing the design and features in an engaging and visually appealing manner.
Amplifying Product Calendar
Objective: Amplify product releases through storytelling and organic distribution, diverting budget from paid channels to maximize impact.
For special projects released by NBA, we offer a systematic GTM approach designed to maximize engagement and sales through well-coordinated content assets and strategic third-party distribution. Our turnkey system ensures a seamless, high-impact release with minimal lift required from Fanatics.
Objective: Generate initial buzz and curiosity about the upcoming collaboration.
Content: 3D render / Romantic Teaser: Subtle and intriguing visuals or logo showcases to create anticipation.
Objective: Provide a storytelling element to build excitement and inform the audience about the nature of the collaboration.
Content: 3D render / Romantic Trailer: Highlight key products and details of the collection with engaging visuals.
Objective: Present the full offering to the public, detailing the collection.
Content: Branded Linesheet; A comprehensive overview of all products in the collaboration.
Objective: Showcase the products in a real-world context to highlight their appeal and versatility with fans, athletes and ambassadors.
Content: Creative Lifestyle Shoot: Lookbook style photos and video reels featuring models wearing the products.
Objective: Provide detailed views of each product to enhance the buying decision.
Content: Branded Templates, High-resolution images showcasing products from multiple angles.
Objective: Amplify reach and create additional buzz through strategic partnerships.
Execution:
- Third-Party Outlets: Partner with media outlets, influencers, and relevant social pages that align with the product drop.
- Content Posts: Coordinate content releases with third-party posts to create a synchronized marketing push.
- Product Releases: Strategically time the release of products to coincide with peak engagement periods identified through data analysis.