NBA 2k - Revolutionizing Cover Art

Problem
NBA 2K was gearing up to launch 2K19 with The King, Lebron James, on the cover, but gamers weren’t excited about the game’s slight dev updates year over year.

Insight
People ignore design that ignores people

Solution
Blow up the dusty, traditional athlete cover art, and engage The King to create a custom cover based on his life, his story, his words, and then ask the community to follow suit, and make it their own. Turning decades of static cover images into viral meme art.

Result
Back-to-back launches with highest sales of any sports game in U.S. video game history.