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Turning local relevance into a bigger brand moment

The Atlanta Hawks wanted their City Edition games to feel bigger than basketball. The ambition was to build excitement inside the arena while raising the profile of the games with audiences across Atlanta.

We created a campaign grounded in the people, symbols and energy of the city. Real Atlantans brought authenticity. The peach connected every scene. And AI helped turn one tightly managed production into a visually ambitious campaign that extended from the arena into the wider local market.

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Industry
Sports & Entertainment
What We Did
  • Campaign Creative
  • Creative Concept
  • Film Production
  • AI-Enhanced Production
Raise the local profile of the Atlanta Hawks' City Edition games and turn game night into a bigger moment for the city.That meant creating a film that could build anticipation in the moments before the players took the court, while also working beyond the arena through 30- and 15-second local television spots.Every scene needed to feel immediate, memorable and recognisably Atlanta, while making a tightly managed production budget work harder across multiple formats.
City Edition is about more than a uniform. It is about creating a stronger connection between a team and the place it represents.Our strategy was simple: make Atlanta, not just basketball, the star of the film. Rather than relying on familiar sporting clichés, we built the campaign around the people, movement and visual language of the city itself.The peach became the creative thread, connecting every scene to the team's City Edition identity. Real local people and members of the Hawks dance team made it feel authentic. AI was then used selectively alongside live-action production to make the creative idea work harder adding scale, pace and possibility without losing the humanity at its centre.
The Execution
  • 01

    • The peach became a playful visual thread throughout the film, appearing in unexpected ways and connecting every scene back to Atlanta and the City Edition uniform.
  • 02

    • We cast real people with genuine connections to the city alongside the Hawks dance team, creating a film that felt made with Atlanta rather than simply set there.
  • 03

    • Traditional production craft was combined with new AI techniques. A physical peach was shot in-camera and transformed with AI-generated effects, while still photography captured during the one-day shoot was brought to life through motion.
  • 04

    • AI-assisted background replacement allowed environments to shift throughout the film, giving the creative greater scale and variety without the cost and complexity of multiple physical builds or extensive CGI.
  • 05

    • The final film played in-arena immediately before the team took the court, with 30- and 15-second adaptations created for local television to extend the campaign beyond game night.
The Growth

Turned one game-night film into a broader local campaign, giving the City Edition platform a life beyond the arena.

By grounding the idea in the people and culture of Atlanta, the campaign made the Hawks' City Edition feel relevant to the audience it was created to represent. And by combining live-action craft with carefully chosen AI techniques, we created more ambition and more campaign assets from a single day of production.

  • 0K+
    In-arena audience reached
  • 0
    City Edition games featured
  • 0
    Campaign formats activated

How Much Can You Grow?

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