NEW LINES
The NBA and its players continue to reshape the lines of the game. They take a stand on one knee, create their own lanes, and choose to make a statement over stats.
Our film “New Lines” illustrates the NBA’s ability to transform and carve out new space in fashion, music, tech, art, and more.
client: nba x hennessy
agency: droga5
animation: buck
art director: ✋🏾
writer: nate richards
ECD: alexander nowak
Behind The Design
We open on our hero line painting across the court. It breaks free into a colorful world of fabrics.
The line becomes a woven thread of fabric, forming a hoop before shooting off-screen—symbolizing the moves being made in the fashion game.
It transcends into a streaming line of paint, alluding to the art space NBA players create in. A graphic “X” represents the bold sacrifices players have made to make statements larger than the game.
We arrive on a runway, which becomes inverted and transforms into a beam of light—a nod to the moves players are making in the tech space.
The beam of light hits a prism and sprouts off into many new lines ebbing and flowing at its own pace. It highlights how our moves can empower others to make a move of their own.
We created a rich color palette derived from Hennessy’s core brand and expanded outward to some additional nearby neutrals and pops of color. The result was a blend of sophistication and vibrant energy the league carries in everything it does.
