The brief was simple: show fans that the NBA on ESPN is the most rewarding way to experience the NBA’s evolution.

Executing it, however, was not.

How do you signal the evolution of a new era in basketball...using found footage?

Our answer: a stunning time lapse flash technique. Having a mountain of NBA photography and video at our disposal empowered us to visually tell this iterative story of evolution player by player, frame by frame, year over year, all within a 30-second window.

To bring this concept to life, we partnered with two uniquely talented directors and editors who primarily work on films and music videos, but this unlikely partnership quickly proved to be the perfect fit. From a humble cabin in the hills of Sligo, the duo worked their magic, meticulously sifting through the hundreds of hours of game footage and thousands of stills required in bringing this unmistakable time lapse flash technique to life. Having a mountain of NBA photography and video at our disposal empowered us to visually tell this iterative story of evolution player by player, frame by frame, year over year, all within a 30-second window. Our edtiors' frenetic visual style perfectly captured the seismic shifts in play and parity that was happening to the league.