Handshakes

CP+B LA has helped launch the annual NBA 2K video game releases since 2015, continually breaking sales records and cementing its position as the #1 selling basketball franchise. I wanted to share the new spot we’re releasing today for the latest iteration NBA 2K18.
No video game blurs lines between the real and digital worlds than NBA 2K. And this year for NBA 2K18, they built an open-world neighborhood, allowing gamers not only to play basketball, but to immerse themselves with all the culture that surrounds it. Gamers can go to the barbershop, get ink done at the tattoo parlor and play ball at the local courts. To announce and celebrate this new feature, CP+B LA created a two-minute film showing a kid on his journey from his apartment to the local court, ducking in and out of all his haunts and greeting everyday regulars on the way. It just so happens that those regulars are all NBA superstars (10 in total). And for the eagle-eyed fans, the neighborhood is furnished with basketball Easter eggs. The NBA players are in order of appearance: D’Angelo Russell, Paul George, Joel Embiid, Isaiah Thomas, Damian Lillard, Bill Walton (retired legend), DeMar DeRozan, Devin Booker, Karl-Anthony Towns and Kyrie Irving.