our work NBA ‘That’s Game’: Season Sales Campaign (EMEA)

Hero Promo and Celebrity-led Content 

To achieve this, DMS produced the hero content and Digital Out of Home formats for a high-impact campaign that spanned several countries. Four of Europe’s most prominent celebrities were chosen as voice-over talent: Fedez (Italy), AJ Tracey (UK), Teddy Riner (France), and Arón Piper (Spain). By leveraging their influence, the content was set to capture a broad and diverse audience of basketball fans, boosting awareness for the upcoming season. 

DMS spearheaded the campaign’s production, starting with the hero promo. Using dynamic NBA game footage, our in-house team edited and animated the core video while simultaneously coordinating voice-over recordings and behind-the-scenes content across multiple countries. Leading the way, our team filmed UK rapper AJ Tracey first, setting the creative style for the rest of the markets. Each celebrity’s voice-over and BTS footage was localised for their respective countries, ensuring cultural relevance while maintaining consistency in messaging. 

Our post-production team then took over, transforming the content into engaging social media teasers and long-form videos for YouTube, which captivated audiences online. To maximise exposure, we adapted the hero promo for DOOH screens across Europe, including the iconic Piccadilly Lights in London, as well as high-traffic locations in major cities like Paris, Milan, and Madrid. 

A Cinematic Approach to DOOH 

Speaking about the campaign, the Head of Edit at DMS, highlighted the importance of using the NBA’s game footage archive to bring authenticity and energy to the piece: “We chose to solely use courtside footage shot in slow-motion for a cinematic, yet intimate feel. Manipulating the speed of the players—from bursts of high-speed action to soaring slo-mo—added drama to their unique athleticism. Following the ball’s path and the players’ movements gave the piece a smooth, rhythmic flow, punctuated by bold, attention-grabbing motion graphics featuring the client’s call-to-action.” 

Fan Engagement and Ticket Sales 

The campaign generated a significant boost in NBA season pass sales, with the celebrity-driven content raising awareness on social media, where fans eagerly engaged with the exclusive behind-the-scenes videos. DOOH activations also made a lasting impression, with high visibility in key urban locations, driving both local and international interest in the NBA season. 

Looking to boost your brand’s reach and impact? Contact our Creative Services tam to see how we can help you create winning campaigns that deliver real results: production@dmsukltd.com