To celebrate the start of the 2025–2026 NBA season and its debut on Amazon Prime Video, we designed an immersive launch experience at Culver Studios in Los Angeles that merged sport, culture, and entertainment into one cohesive environment. The event introduced Prime Video’s new on-air talent lineup and embodied the campaign theme “The Crossover” — representing how basketball extends beyond the court into fashion, music, and lifestyle.
Creative Lead: April McDaniel Creative Strategist: Erin Hampton Creative Direction & Graphic Design: Eric Wada Spatial Design: Ed Carballo Production: Crown & Conquer
Concept: Past. Present. Prime. A celebration of basketball’s cultural legacy and future, brought to life through warm wood finishes, trophy-room materials, and editorial lighting.
Guests arrived through a refined architectural entrance featuring warm wood tones, ambient lighting, and trophy displays that celebrated basketball’s heritage. The entry acted as both a photo backdrop and gallery, setting the tone for an elevated experience while offering media moments for press and creators.
The entry moment featured a sculptural Press Wall that set the tone for the evening — blending architectural sophistication with cultural storytelling. Designed with vertical wood slats and ambient lighting, the structure celebrated basketball’s heritage through material warmth and precision detailing. Acting as both a red-carpet photo zone and a brand narrative backdrop, it framed every guest arrival in a way that felt premium and editorial.
The Prime Picks Gift Shop reimagined the traditional merchandise station as a clubhouse-style boutique, merging retail sensibility with curated storytelling. Guests browsed NBA-inspired items like Wade Cellars wine, Big Face Coffee, and exclusive Amazon products in an environment that balanced warmth and luxury. Walnut tones, deep greens, and team-color accents created a rich backdrop for bold displays and nostalgic signage. The layout encouraged exploration, turning the act of “shopping” into a tangible takeaway from the event.
Inside, the spatial layout balanced broadcast functionality with guest experience, seamlessly connecting the live show stage, viewing lounge, and bar. The environment combined sport and sophistication through premium finishes and material contrasts.
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