Executed Wilson’s First NBA All-Star Activation as the Official Game Ball
Challenge
Deliver a world-class brand experience that would put Wilson on the map in a fresh, culturally relevant way during its first year as the official NBA game ball.
Approach
In past years, Wilson showed up with product displays and pop-a-shots. This time, I wanted to tell a story. The concept was “Family Reunion” — a communal dinner table where everyone connected to the game could gather. A celebration of culture, community, and the people who make basketball more than a sport.
Execution
With a small budget, we got resourceful — shooting campaign imagery inside an IKEA using pre-set dinner props. I mapped out the activation layout, designed the graphics, and sourced local staging vendors to bring the vision to life. The booth doubled as both a shop floor and a live podcast studio. We hosted sessions throughout the weekend with over 50 guests from art, media, teams, and across the basketball community. The space blended digital and physical elements to make the concept feel real and alive.
