Maybe_admin | 13 March 2023 PORTFOLIO Lega Basket Serie A 2020 Creative Campaign How do you celebrate 50 years without falling into nostalgia? For LBA's 50th anniversary, it was necessary to think of a new TV spot that would tell the world why basketball is a whole other sport. Such a milestone deserved something unique. Something that wasn't just celebratory, but spoke to the present and future of Italian basketball. It makes no sense to make one video when you can think of two, and double the value through two independent narratives. To celebrate 50 years of Lega Basket Serie A, we conceived and directed the TV spot, in collaboration with Infront, combining basketball values with a fresh and international image. But an important championship like LBA couldn't start without a unique and exclusive trophy. For this trophy, we created a second video content that told its story, all phases of the making of, from the first idea on a sketch to the actual realization in one of the most iconic places in world sports. A journey inside the creation of a symbol. A story that shows how something special is born when there's vision, care, and respect for what you're building. The result? Not one but two contents that don't just talk about basketball, but about craftsmanship, passion, and attention to detail. Exactly the secret ingredients that make basketball a whole other sport.