NBA - Digital Content Series
In 2016, VICE China pitched for NBA's social content. They wanted to appeal to the younger generation of Chinese fans, but their existing show format had become dated and stale - made for TV and not for mobile. We suggested to get rid of the studio altogether, and cut down the format from 20-mins to 3-minute segments. These could be interviews, storytelling animations, drop-ins, re-enactments of legendary moments, and many more variations that would appeal to both hardcore and casual basketball fans. This was a radical departure to how NBA had connected with its audience before, and we ultimately produced more than more than 30 episodes during the off-season for two years running.