Entrant Company
Translation
Entry Type
Teams, Leagues, Governing Bodies, & Associations
Medium
Branded Entertainment/Content
Category
Athlete Storytelling
The NBA In-Season Tournament rebranded in 2024 as the Emirates NBA Cup – returned with even more weight and purpose, ready to cement itself as an annual staple in the league's story. Last year, it was an untamed frontier—a wild card event where teams could make a name for themselves in an unpredictable setting. Now, with Las Vegas as the ultimate stage, the stakes are higher and every game in the gauntlet demands teams go “all in.”
Last year, we created a Heist to unveil the first-of-it’s-kind tournament. When it came to year two, we knew we had to kick it up a notch. The biggest difference? The tournament now had a reigning champion: The Lakers... and everyone wants to take them down. Thus, we created “The Heist II”: Bigger, badder, and Bellagio-er.
Michael Imperioli rejoined our crew as the mastermind, and enlisted the help of Rosario Dawson to make sure the cup gets safely to the tournament where all the teams will play for it. Reigning champ Anthony Davis checked into the penthouse suite with last year's trophy in hand. Meanwhile, the League's heaviest hitters executed their plans to steal the Cup right out from under him.
Jamal Murray, Shai Gilgeous-Alexander, Tyrese Haliburton, Jrue Holiday, and Steph Curry all stealthily move through the hotel, arriving at the penthouse suite at the same moment. As the players scuffle, trying to stop each other's attempts to swipe the Cup, they all look up and realize that the trophy is gone – in its place a playing card that says "Play for it."
We return to the lounge Michael and Rosario have been scheming in, but this time, the trophy is behind Rosario. And we realize she slipped in and stole the Cup before anyone could notice. We end with her sending a challenge to the players: "Let's see what happens on the court."