There is a basketball court in almost every corner of the Philippines. Basketball is practically a religion here, after all. You can find it in gyms, sport centers, barangay halls, and literally in the streets. So when NBA approached us, we were ecstatic. The brief was to help look for LED billboards that will bring awareness to the series of games. What did we do? We made a hard pass on the original brief. We believe that the sport and its stars deserve an audience that an idea-led out-of-home can attract, or perhaps even engage. We knew that basketball is everywhere. We knew that fans are passionate about the sport. To Filipinos, it is more than just a game. More than just fandom. It is part of life. So we pushed for an immersive experience that made our target audience feel like they are part of the game. We decided that even within its bounds, out-of-home can be out of the box.