Brooklyn Nets

We pitched and won the opportunity to help the Brooklyn Nets celebrate their 10th year in Brooklyn. Rather than simply using this moment to self-congratulate, we took a more communal path. One that began to demonstrate that this team isn’t just located in Brooklyn… it belongs to Brooklyn. We sought to set a stage for a critical coming-of-age moment, where the organization could begin to act less like a transplant and more like a permanent resident. (With a more knowing confidence and connection to their home.)

Looking to make this work about the borough as much as the team, we wrapped the 10-year celebration under a simple, communal rallying cry: “The Brooklyn Way.” Our film, directed by renowned photographer Andre Wagner, was an intimate ode to Brooklyn through the eyes of the Brooklyn Nets’ first lifelong fans–10-year-olds. Shot in both iconic locations and more intimate, lesser-seen spaces throughout the borough, it was a portrait of why Brooklyn is such a special place to live–even if just for 10 years. 

The two-minute spot will launch on Instagram, Twitter, Facebook and YouTube on October 17th, and then can be seen in-stadium for their opening night on October 19th.