American
Express
Pivot.

Situation

With the NBA All-Star game coming to Amex’s home in New York, the financial giant wanted to celebrate the spirit of grit and determination it takes to become a superstar.

Challenge

How could we tell this story in a way that engaged fans in town for the weekend’s events, as well as fans all across the country whose favorite players were taking the court?

Solution

We created the Pivot brand, and brought it to life through an interactive experience and biopic videos that told the stories behind some of the game’s brightest stars.

The Pivot brand represented that moment when the sport’s best athletes found the strength to take their games to the next level, through breakthroughs both physical and mental.

Each of our four players were filmed on and off the court, and each of their stories came to life in the experience which was embedded within the NBA brand site.

In order to capture our player’s breakthrough moves from every angle, we architected both a custom video interface as well as a custom 180˚ multi-camera moving rig.

In the portraits of our players, they opened up to our team, telling us stories they sometimes had’t shared in the past and revealing insights into how their game had grown.

The interactive content was shot in 4K, allowing us to repurpose it for a brand activation during All-Star Weekend where our players appeared near life-sized in a uniquely designed interaction where guests could experience the 180˚ moves up close and personal.