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THE NBA LEAPS INTO THE METAVERSE WITH KRISTA KIM AND A FIRST-OF-ITS-KIND VIRTUAL LOCKER ROOM

NBA X KRISTA KIM STUDIO

Project Overview

Announced on Thursday, September 2, Utah Jazz will be the first professional sports program in the world to pair a digitally designed Non-Fungible Token (NFT) with premiere access into a virtual locker room. It also includes a once-in-a-lifetime experience that will give the owner the opportunity to interact with Jazz legends. The team plan on selling multiple NFTs throughout the year, each ideally with a different Jazz icon represented whether it be a player, coach, owner, part-owner or former player. Helping Smith and Demps push those limits of technology was Krista Kim, a contemporary artist and founder of the Techism movement since 2014.

“The metaverse will be an extension of community engagement for all sports teams, brands, and organizations,” Kim said.

Our assignment was three-fold: Brand the Utah Jazz XR Pillar, Educate and enroll consumers, and drive sales for the first activation. Our creative communications objective was to capture customer's attention at 4 key engagement points - pre-purchase/website/live retail event & VR Experience. To do so with limited real player access (to avoid issues with NBA), we sought help from a 3d artist named Ali Dawood whose work helped create a new character which can be used across all promotional mediums-- one that captures spirit but also helps explain benefits of new programs.

We threw our audience into JazzXR's universe by way of an engaging hero video. We were then able to extrapolate this content and use it across all brand platforms in order to keep engagement high. The intense efforts of Alexander McMichael and his team at TheHAU5 were evident through the rapid development, impressive scale, and immense success that this campaign achieved across every NBA arena - earning the recognition of NBA leadership for its creativity and high-end finish. We are constantly working hard towards finding creative ways to bring success to the projects we produce and it shows in how bright this campaign shone through its rapid development, impressive scale of execution across every arena in the league.

The first Jazz NFT collectible will be made available to the public beginning at 10 a.m. MST on Tuesday, Sept. 7 and run through Wednesday, Sept. 15 unless sold out earlier. It can be purchased on the rarible.com marketplace and will be secured through the Ethereum blockchain. Only 30 NFTs will be made available for this opportunity.

"I am ecstatic to be able to offer such a unique and groundbreaking experience for the Utah Jazz fan base and beyond,” Utah Jazz owner Ryan Smith said.

Branded content is designed to build awareness for a brand by associating it with content that shares its values. The content does not necessarily need to be a promotion for the brand, although it may still include product placement. Channels for branded content can include television, film, online content, video games, events, and other installations

CLIENT // NBA X KRISTA KIM STUDIO
PRODUCTION CO. // URBANSKY STUDIOS
CREATIVE CO. // THEHAU5™
COUNTRY // UNITED STATES OF AMERICA
INDUSTRY // SPORTS & NFT

Or maybe you have something else in mind. Either way, we'd love to hear what's next for you. Let's begin the conversation today!

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OUR COMMERCIAL WORK // In a cluttered and fragmented media landscape, the need for unique, relevant, and disruptive content continues to rise. Brands must evolve, embracing both cultural nuance and agile content production, to effectively connect. Our team of trained directors, producers, and creative specialists are equipped with the insight and expertise needed to deliver quality commercial work for the world we live in today. 

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