Art directed the award winning Airless Basketball campaign
Challenge
Launch a top-secret, experimental product—the world’s first 3D-printed airless basketball—with a campaign bold enough to earn global attention. Debuting during NBA All-Star Weekend, the rollout needed to generate buzz, maintain secrecy pre-launch, and deliver across digital, social, and in-person touchpoints.
Approach
We led with intrigue, developing a cinematic hero teaser that hinted at innovation without revealing the product too early. Follow-up content included striking 3D renders and product shots designed to spark excitement and speculation online. As buzz grew, the ball was revealed on the court during the NBA Slam Dunk Contest. The final phase brought the campaign to life through a fully branded experiential booth at All-Star Weekend, blending storytelling with hands-on product interaction. Given a leaner budget than standard activation spends, it was essential to be strategic and focused to deliver high-quality content without compromise.
Execution
The campaign delivered:
Teaser video to build anticipation
Hero launch film
Social bites for hype and storytelling
High-end 3D renders and studio imagery
Physical activation at NBA All-Star Weekend with product display and on-site playtesting
The assets told the story of innovation, making the Airless Basketball one of the most talked-about launches of the year.
The Era of Airless
The future holds infinite possibilities.
But the present holds one.
Introducing the Wilson Airless Gen1
The world’s first 3D printed basketball—available to the world for the first time.
