NBA
NBA's cinematic basketball campaigns, live-action sports films and cultural activations
Featured NBA projects
This week's top NBA projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
NBA · Start to Finish
Start to Finish captures the commitment behind professional basketball, focusing on the rigorous training and preparation synonymous with the NBA. The piece utilizes a mix of intense athletic drills, intimate huddles, and isolated portraiture to document the life of the sport. The execution leans into a gritty aesthetic, utilizing natural light and golden hour tones to enhance the atmosphere. This cinematic approach to live-action technique balances high-energy workout sequences with quiet, focused moments of the athletes' craft.
NBA · The Tip-Off
The NBA project, The Tip-Off, captures the anticipation of professional basketball through a cinematic lens. The spot focuses on the ritual of the jump ball, highlighting players on the court against a backdrop of spectators and official officiating. Produced by Arts & Sciences, the commercial utilizes live-action techniques to emphasize the atmosphere of the professional game. The visual direction centers on the intensity of the court environment.
Michelob ULTRA, NBA, New York Knicks · Pass for the Ages
Michelob ULTRA partners with the NBA and the New York Knicks for the sports campaign 'Pass for the Ages.' The project anchors on a blend of legacy and modern fan culture, creating a visual bridge between archival gameplay footage and high-energy, contemporary court-side action. Produced with creative direction from BBDO New York and Omnicom Production, the piece utilizes fast-paced editing to contrast classic basketball heritage with current stadium intensity. Dynamic camera movements focus on the rhythm of the game, supported by post-production work from Omnicom Studios and sound design by Papamusic.
NBA, Disney · Moana
This collaborative spot for the NBA and Disney features a creative crossover centered on the film Moana. Directed by Brad Baruh, the project captures a humorous narrative shift as actor Dwayne The Rock Johnson takes on the role of a tattoo artist, tending to NBA athlete Giannis Antetokounmpo within a barbershop setting. The film utilizes warm lighting and tight framing to highlight the dynamic between the two public figures. The execution leans into a cinematic, live-action technique, focusing on the intimate details of the barbershop environment to ground the comedic interaction.
NBA · Rise To The Cup
The 'Rise To The Cup' promotional campaign for the NBA frames the quest for the championship trophy through a lens of high-stakes competition. The spot tracks athletes across a series of urban settings, blending the intensity of the sport with atmospheric visuals. Utilizing a cinematic, live-action technique, the film captures the pursuit of the title with a moody, rhythmic pace. Rapid editing and slow-motion sequences highlight the physicality of the competitors in this sports marketing campaign, supported by sound design from Storefront Music.
NBA · Tip-Off
NBA presents Tip-Off, a live-action production showcasing the energy of professional basketball at center court. The film centers on the anticipation of the game, utilizing cinematic framing and bright, overhead arena lighting to document players preparing for the opening tip-off. The project captures the scale of the arena environment through a combination of wide and medium shots. The production was facilitated by Spears & Arrows with production services provided by Entity Films Slovenia, focusing on the action within the hardwood court setting.
NBA · Playoff Mode
NBA's 'Playoff Mode' campaign captures the fan experience through a cinematic commercial film. The narrative follows a protagonist traversing an urban landscape at night, emphasizing the connection between basketball culture and personal device usage. The project utilizes a live-action technique to ground the high-energy promotional graphics within a realistic, nocturnal setting. The production, handled by Romance Films, balances dark urban exteriors with the saturated blue tones of public transit interiors to establish a distinct visual rhythm.
NBA · League Pass :15
This 15-second spot for NBA League Pass highlights the mobile-first viewing experience of the sports service. Developed by VML US, the project focuses on the intersection of personal viewership and live-action arena gameplay. The commercial follows a fan navigating highlights on his smartphone from a dimly lit living room. The visual execution leans into cinematic composition, utilizing a mix of moody teal lighting and warm interior tones to create a clean aesthetic. Sound design by MAS-Music and Strategy rounds out the technical production.
NBA · NBA 2K26 HOUSE OF 2K BALL OF EVERYTHING
NBA 2K26 presents the 'House of 2K: Ball of Everything' commercial, a project centered on the legacy of professional basketball. The film features Spike Lee as he tours a curated showroom filled with archival sports photography, vintage jerseys, and game-worn memorabilia. Produced by PRETTYBIRD US, the spot employs a cinematic live-action technique to bridge the gap between historical footage and the game franchise’s current visual identity. The narrative focuses on the immersive details of the showroom, capturing the depth of basketball culture through clean, bright lighting that emphasizes textures across the various displayed artifacts.
NBA · Who will Capture the NBA Cup
The NBA’s campaign, Who Will Capture the NBA Cup, highlights the intensity of the tournament through a series of high-energy cinematic sequences. Centered on the pursuit of the trophy, the project brings together professional sports branding with a focus on athlete-driven narratives, featuring Anthony Edwards. Produced by SKUNK with agency and creative support from Translation, the film utilizes slow motion and live-action techniques to emphasize competitive movement. Post-production and sound design were handled by The Den Editorial, Storefront Music, Barking Owl, Rare Medium, and NOISE to build the commercial's momentum.
NBA · Welcome to NBA Lane
Celebrating the 75th anniversary of the NBA, "Welcome to NBA Lane" is a high-production campaign that channels a nostalgic, cinematic tone. The film features Michael B. Jordan as the driver of a yellow school bus, navigating a suburban neighborhood populated by iconic basketball figures. The project leans into a warm, playful aesthetic, utilising live-action techniques and vintage props to anchor its celebratory narrative. Created by agencies Translation and MullenLowe Mediahub, the spot captures an expansive view of the league’s history through its cameos and detailed art direction.
NBA · Clippers - On Air
The NBA project 'Clippers - On Air' presents a dynamic promotional look at the intersection of urban lifestyle and professional basketball. The work moves through a high-contrast monochrome sequence that bridges gritty street-level footage with the intensity of arena gameplay. The piece employs cinematic, live-action techniques to build a visual rhythm between quiet atmospheric landscapes and high-energy athletic performance. Through rapid, sharp cuts, the project captures the scale of the city alongside the focused mechanics of the sport.
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