During the NBA All-Star Weekend, brands from every sector compete for the attention of fans. American Express needed to cut through the noise and create a memorable, high-impact brand experience that would generate significant buzz both on-site and across social and traditional media.

Solution

Momentum Worldwide created an immersive activation called "We Deconstructed Basketball," which reimagined the core elements of the sport as art and interactive experiences. The space featured visually stunning and shareable installations, including:

• Glowing Backboards & Chandelier Nets: Key court features were transformed into artistic light installations.

• 360° Selfie Infinity Cube: A world-first video cube allowed fans to capture dynamic, 360-degree selfies, creating highly shareable digital content.

• Artistic Interpretations: The activation re-contextualized the game, turning familiar objects into an art-like experience that engaged fans beyond typical sports marketing.

Results

The campaign was a massive success, creating a powerful brand moment for American Express that resonated widely.

• 1.5 Billion Earned PR Impressions

• 71 Million Social Media Impressions

• 16 Million Broadcast Impressions

• CLIO Sports Silver Award recognition for excellence in sports advertising.