Our challenge was to reinvigorate an EA SPORTS franchise that was in a declining basketball gaming market. We needed to speak to NBA LIVE’s largest and core audience to convince them that this year’s features could elevate the game to a whole new level. In order to bring this concept to life, we utilised an interactive, multi-video unit to show off the visually amazing game play. In addition, we created a tandem unit that literally had five players floating high above the earth. Users pulled the players down from the top of the ad to view their respective videos.