The Google Pixel Combine at NBA All-Star 2024
Agency: Invisible North
Role: Senior Experiential Designer
Creative Leads: Stef Tauber, Ryan Ho
Strategy: Adam Gardner, Nic Moali
Art Direction: Sara Lillenberg
Graphic Design: Tamar Najarian
Content: Kodi Najm
A collaborative effort with Robot Co., Invisible North's design and production of the Combine took Google's presence at All-Star 2024 out of the conference center and into an offsite space of its own. Guests were invited to visit a space devoted entirely to the Pixel 8, from lockers propped with NBA merch allowing them to try Google Lens to studio-styled photo opportunities that promoted the device's Magic Eraser Feature. As they moved from zone to zone, attendees added stamps to their official Combine "passport".
While the product-centric pieces of our activation were prioritized in the consumer journey, similar effort was put into developing the "Super Court", a grand, auxiliary space that played host to the weekend's programming. Sessions on the court included a basketball clinic lead by Kelsey Plum, a "battle of the bands" between two HBCU marching bands, and a Saturday night performance by Lil Yachty.
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