Program Overview

What happens when you mix the passion of basketball, new technology, and a whole lot of blue? You get the AT&T Playmaker Arcade.

With the power of next-level photogrammetry tech, fans received 3D body scans that transformed them into virtual avatars for two custom video games to compete against friends, NBA mascots, and superstars Vince Carter and Paul George. Seeing yourself elevating for sky-high dunks and a race among the clouds of Salt Lake City for the first time? All in a day's work!

My Role

As creative lead for this project, I spearheaded the entire process, starting from the initial ideation phase and guiding it through execution. My holistic vision drew inspiration from NBA’s sky-high dunks, aiming to elevate the fan experience to new heights. From designing consistent and captivating onsite graphics to providing creative direction for two custom basketball-inspired digital games, I ensured that each element of the experience reflected the essence of the sport and resonated with the audience. Embracing innovation, I incorporated first-to-market technology, making certain that our project stood out as a trailblazer in the industry.

Creative Director: Alexander Turk | Associate Creative Director: Rose Leopold | Senior Copywriter: Cam Curran | Designer: Matthew Bielak | Animator: Benjamin Leopold