Since every NBA player has a compelling narrative about their path to stardom, we gave NBA 2K players an opportunity to star in the story of their own rise to basketball fame. We worked with director Spike Lee, a master storyteller in his own right, to emphasize the importance of story and inspire gamers to discover their own path to success within the game.

Starting off strong with a national TV spot that ran during the NBA Finals, we introduced Spike Lee as the director of 2K's in game content. From there we released web films that detailed the story of each cover athlete, leading up to our launch in September that culminated in a TV spot that encouraged gamers to participate in their own story.

The campaign helped the franchise shatter their records for pre-order sales, leading one industry journalist to call the launch of NBA 2K16 "the best launch ever for any sports game."