NBA x GOOGLE PIXEL:
the pixel combine
NBA Brand Campaign - Social Series + Experiential
In our Built Different Campaign, we show how Google Pixel brings fans closer to the league by making Druski’s dream of going pro come true.
To continue the story, we helped Druski get ready for NBA All-Star Weekend with some training from NBA shooting coach: Lethal Shooter, and a pop up activation where any fan could do the same.
DRUSKI’S “ROAD TO NBA ALL-STAR” TOOK THE FORM OF A THREE PART SCRIPTED SOCIAL SERIES shot on pixel.
EPISODE 1: “DON’T PUT ME IN COACH”
After learning he’s being “considered” for the celeb game at ASW, Druski realizes he needs some help leveling up his game.
EPISODE 2: “LETHAL TRAINING”
NBA Shooting coach, Lethal Shooter, puts Druski through a series of challenges, leading to an untimely setback.
EPISODE 3: “GAME TIME”
Druski faces one final challenge before All-Star Weekend. Will he be ready in time for the Pixel Combine?
Dru’s HARD WORK paid off with some full court press
We went viral across the hoops world, getting 35 million views and reposts from all the popular sports pages.
-Even Ant Edwards told Druski he’d be a lottery pick-
ON THE GRoUND AT All-star weEKEND, WE let every fan get NBA reaDY LIKE DRUSKI AT THE PIXEL COMBINE POP UP
Watch the full case study:
we capped off the event with a performance by lil yachty
The kids broke down our barriers and stormed the stage. (sorry not sorry)
Made for Google Pixel at The Robot Co with:
CD: Alberto Chapa, Justin Joo - ACD: Jimi Henderson - AD: Asia Irvin, Michael Darienzo - CW: Dom Blackwell-Cooper Sammy Gold
“Road to All Star” Director: Jeff Tremaine (Magna) - Event Production: Invisible North