This year, we emphasized the reality of NBA 2K in our biggest commercial ever, with seven athletes and one Hall of Fame coach assembling together to help make the latest version of NBA 2K. 

The athletes are busy doing their thing in the offseason, when they get a call from their ring leader Paul George to assemble. When they get to the NBA2K17 headquarters, they have no idea that Kevin Durant is waiting for them in a harness, dangling 12 feet about the ground.

We were able to capture this spot over the course of two days, in six different shooting locations with a limited amount of time with each player, as they were preparing for the Rio Olympics.

Days before releasing the spot, we sent off teaser videos that showed our athletes in their various scenes, giving viewers a small peek in the world we were creating. The spot quickly spread around the internet as it received over 10 million views across 2K’s social platforms. What resulted was a significant 10% increase in sales and a record number of units shipped in the first month.