AMEX 2K LAB
Countless brands have declared their love for gaming, but only American Express made fans better gamers. We coached fans in the game and in real life, showing people that AMEX is committed to NBA 2K players.
Coaching Stations
Amex wanted to gain recognition as the card for NBA 2K fans so instead of telling card members and prospects, we showed them. The AMEX x NBA 2K23 Lab invited 2K fans whether novices or experts to level up their game through 1 on 1 coaching sessions with real coaches like Nets Gaming Crew coach, Ivan Curtiss.
HIGHLIGHT HUB
Every guest got their moment to shine on an LED court built for iconic plays. On-court prompts and pressure sensitive waypoints led each player to buckets ending with a show stopping NBA play. Afterwards, fans saw their their greatness graded on the LED screen, and took home their highlight video alongside the 2K controls to recreate it in-game.
Live Gaming sessions
We invited familiar faces for live coaching sessions every night of the event. Names like Jack Harlow, Druski, RJ Barrett, Jalen Brunson, Kelsey Plum, Sabrina Ionescu, CashNasty, and more faced off in 2K gaming sessions where fans could watch and learn, live in our space. We even broadcasted the content on Twitch so fans could experience The Lab from anywhere.
