Making the Message Unmissable

The Challenge

In 2021, Wilson became the official basketball of the NBA, but you wouldn’t necessarily know it from the way most fans talk about the game. Despite being at the center of every play, the brand’s presence often fades into the background. This speculative project explores how Wilson could reinforce its role on the court by making a small detail unmistakably visible, using animation to turn that detail into a story.

Defining (The Objective)

The goal was to help Wilson clearly and confidently claim its presence in the NBA. We focused on highlighting a simple fact, that the ball spinning on the Celtics logo is a Wilson basketball, and turning it into a branded asset that strengthens fan recognition without relying on a tagline or a product shot.

Understanding (The Plan)

To reach the right audience, we imagined this animation being used outside TD Garden on game days. The goal was to create a short, striking visual piece that catches attention and builds brand association. While the actual campaign could scale to feature every NBA team, this demo focused on one team to keep the scope realistic. The entire concept centered around animation as a way to bring subtle branding cues to life, without overwhelming the visual language of the team.

Designing (The Assets)

The animation begins with a close-up of a Wilson logo on a basketball. As the camera pulls back, it’s revealed to be the ball in the Celtics logo. From there, the static image comes to life: the ball spins, transitions into a dribble, then returns to its original pose, landing perfectly in sync with the untouched logo design. Every frame was hand-drawn and animated to feel smooth, dynamic, and respectful of the original illustration style. A flurry of Wilson basketballs in the background adds energy without distraction.

Executing (The Outcome)

The finished animation is a short-form ad built for high-visibility placements like arena screens or team social media. It’s a simple but effective tool for reinforcing Wilson’s brand in the NBA. Rather than telling people Wilson makes the official game ball, we show them, in a way that feels natural, polished, and rooted in the sport itself.

Final Word

For legacy brands, the challenge isn’t just being part of the moment, it’s making sure people know you’re there. This speculative campaign demonstrates how animation can elevate subtle brand moments into something memorable and meaningful, turning a quiet presence into a confident one.