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American Express | NBA 2K23 Lab
An immersive brand experience in New York City that celebrated Amex’s partnership with the NBA 2K franchise. My role was to help the team shape an activation that blurred the line between digital play and real-world engagement.
Inside the Lab, fans stepped onto an Amex-branded basketball court where their gameplay in NBA 2K23 translated into 2X experience points, boosting their digital avatars. The environment blended gaming culture with brand storytelling, amplified by appearances from cultural figures like Druski, Jack Harlow, and WNBA Champion Kelsey Plum of the Las Vegas Aces.
The result was a three-day takeover (Dec 9–11, 2022) that gave fans a way to experience Amex in both the physical and digital worlds, deepening brand affinity and positioning Amex as a connector at the intersection of sports, gaming, and culture.
Agency: Momentum Worldwide NYC