Year after year, the NBA Finals are where basketball history is made — two teams, best of seven,

one shot at glory. This year, our challenge was to make this series of games feel relevant to every

NBA fan — even if their favorite team didn’t make it to the postseason.

We were also tasked with engaging fans of other sports and cultural backgrounds, prompting us to cast high-profile talent who also happen to be big fans of the game. Ultimately, the campaign was translated into over 15 languages and distributed in 215 countries, extended through OOH and a worldwide tour of the Larry O’Brien trophy’s road to the NBA Finals. We Are All in the Finals garnered 116 million impressions, yielded 95% positive sentiment and made the 2023 NBA postseason the most-watched in the past five years.

This film demonstrates the depth of emotions that the NBA Finals can elicit. As we spotlight the

game-changing moments of past Finals games — Jordan’s flu game, Ray Allen’s 3-point jumper,

Magic’s skyhook — fans from all walks of life look on with awe, excitement and potentially utter

disappointment. We shined a light on all sorts of fans, everyone from grandparents and

grandchildren, to streetballers and courtside stars. High-profile fans like late-night host Jimmy

Kimmel; skateboarding legend Tony Hawk; K-Pop star Suga; NFL icons Peyton and Eli Manning; and NBA legends Magic Johnson and Larry Bird round out our cast, demonstrating that it doesn’t matter who you are or where you’re from — we are all in the Finals together.