To launch NBA 2K16's campaign for this year, we collaborated with Spike Lee to create a unique story beyond just a basketball game.
Following the pre-launch spot, we created the first ever casting call for Twitter hosted by Spike for a chance to star in the game along with a cinematic teaser trailer and created custom NBA2K16 boomboxes with the games soundtrack on analog mixtapes.

As a result, we shipped a record-breaking 4 million copies in just the first week.