MOMENTUM NYC
AMEX 2K SHOP
BACKGROUND:
For 21 years, NBA 2K has been the go-to NBA title for gamers and NBA players, making it inseparable from the league. Over that time our gaming personas have become almost as important as our real life ones. So when American Express partnered with 2K22, they decided to bring the two worlds together for a first of its kind experience.
Introducing the NBA 2K Shop: a real life shop where gamers could spend 35,000 free VC on exclusive merch for their 2K22 character. From trying to get outfitted with some of the best fashions for your tunnel walk, to making sure your street game drip was on point, it was all there to claim for digital self. In short,
The NBA 2k Shop. A real life store where you could buy virtual goods for your digital self.
MY ROLE:
My role at Momentum evolved to where I oversaw AMEX experiential creative for North America. This was one of the many projects where I put focus on the idea over “the build”. As a 2k fan myself (Dreamcast days if you’re wondering), I wanted to ensure we created an experience that true fans would understand and appreciate.