NBA 2K x B/R

> Title: My Player, My World
> Role: Creative Development, Casting, Research

NBA 2K isn’t just a sports staple, it’s a cultural barometer for a host of relevant verticals that intersect with hoops culture — think fashion, music, and art. Giving creating control to its players, the game has built a cult following over the years by allowing them to vicariously live out their hoop dreams through their crafted player’s archetype. From styling in the latest threads to dominating LeBron and AD on the court, that multi-dimensional, bespoke experience continues to keep fans intrigued.

To commemorate 2K22’s launch, we partnered with 2K on a custom series titled “Inside the Game”, designed to immerses our fans into the latest game through the lens of their NBA idols.

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Before finding success as a rapper, Dave East was a hooper, and still is at heart. From playing with Kevin Durant and Mike Beasley in high school, to college ball, to his prowess in the booth, and walking the runway, Dave East discussed his career trajectory with us and displayed how his created 2K MyPLAYER is able to follow in his footsteps in The City. Check it out right here 👇 .