American Express Pivot

The situation—

With the 2015 NBA All-Star game in Amex’s home town of New York, the financial giant wanted to celebrate the spirit of grit and determination it takes to become a superstar.

The challenge—

How could we tell this story in a way that engaged fans in town for the weekend’s events, as well as fans all across the country whose favorite players were taking the court?

The solution—

We created the Pivot brand and brought it to life through an interactive experience and biopic videos that told the stories behind some of the game’s brightest stars.

In order to capture our player’s breakthrough moves from every angle, we architected both a custom video interface as well as a custom 180˚ multi-camera moving rig.

Each of our four players was filmed on and off the court, and each of their stories came to life in the experience which was embedded within the NBA brand site.

In the portraits of our players, they opened up to our team, telling us stories they sometimes hadn't shared in the past and revealing insights into how their game had grown.

The interactive content was shot in 4K, allowing us to repurpose it for a brand activation during All-Star Weekend where our players appeared near life-sized in a unique interaction where guests could experience the 180˚ moves up close and personal.

Behind the Scenes