CREATIVE DIRECTOR CHRISTOPHER ARAUJO

National Basketball Association

We were tasked with a refresh of the third installment of the NBA’s global campaign This Is Why We Play. We proposed I’M WHY as a series of spots on the most interesting things that motivated NBA players to achieve their potential.

Together, the spots presented a range of themes and emotions through a mixture of original, sourced, found, and archival footage. Eventually, all 30 teams in the NBA got their own feature. Below are some personal faves.

Creative Direction | Art Direction | Copywriting | Edited by a talented platoon at Lost Planet NYC