Max Gilberg
Director
GOAL
Owned by Warner Bros, Bleacher Report is a sports media giant with over 45 million followers across social platforms. For the 2023 NBA playoffs, they envisioned a groundbreaking initiative to captivate fans: a "Mario Kart" inspired 3D video. By transforming fans' favorite players into custom video game characters with twists and turns, they aimed to present the playoffs in a way never before seen, and they turned to me to direct and lead this project, engaging fans in a thrilling new way.
Process
With a tight 28-day turnaround, the project was ambitious, but it was an exciting challenge that my experienced team and I were well-equipped to handle. The dynamic nature of the NBA playoffs meant that we had to be ready for fast changes and adjustments, as we didn't know which players would make the cut. This required us to have backup plans and flexibility in our approach. We executed the storyboard precisely as planned, embracing the unpredictability as an opportunity to showcase our ability to adapt and innovate. This project undoubtedly exemplified our team's capacity to deliver thrilling and original solutions, even under demanding timelines and ever-changing conditions.
OUTCOME
The video was released on April 15, 2023, coinciding with the start date of the NBA playoffs, and was prominently featured across the social platforms of Bleacher Report and NBA on TNT. The impact was immediate and profound. Within just 72 hours, the video accumulated over 5 million views and became a trending topic across Twitter, with fans raving about the sheer creativity and excitement packed into the animation. The widespread acclaim and enthusiasm were a testament to the successful collaboration and the innovative approach that brought a completely fresh perspective to playoff promotion. I think it's safe to say we did an amazing job stirring up hype, delivering an innovative video that fans had never fathomed they would see. The project not only met the ambitious goals but exceeded expectations, showcasing the power of creativity and execution in reaching and engaging a vast audience.
