Role: Creative Director
Services: Creative Strategy and Thematic, Event Experience, Event Design and Set Direction, Event Messaging
It was a showdown at Staples Center. 148 - 145 EAST during NBA All-Star Weekend.
As part of the NBA’s weekend schedule, we turned The Majestic Theater into the annual “NBA Crossover,” a celebration of the league’s influence on culture and the world around us. Featuring music to fashion, tech to entertainment, and of course…the kicks.
I was hired by the famed Mirrorball NYC to ideate, strategize, design, and pitch the work. What came of it was something of the extraordinary and resulted in the most talked about NBA Crossover of all time.
We went in ballin,' turning LA’s Majestic Theater into every NBA fan's most unexpected dream come true. The experience began with a personalized tunnel entrance brought to life (paparazzi and all) by Tissot. Next up, fans could cannonball into the giant foam finger pit; shoot some 3's with a digital Curry; drool over the custom sneaker collab + art gallery; get an NBA-approved haircut; score a front row seat to hear some of their favorite players talk ball, and drool over the high art backboards. Fittingly, we called the immersive space “The House of Ball.”
We’d hoped to include a shoppable Craig + Clyde Atelier, an NBA 2K Custom Avatar station, and "Bron Bron's Cookie Jam" stand, but we tabled those for another time.
Read more on the hyped event in the Los Angeles Times.
S/O to Michael Blatter and my stellar team at Mirrorball.