EXPRESS + NBA
Style has always been part of the game.
We set out to tell the stories behind it.
Capture This developed the creative concept in collaboration with Express Creative Director Chris Borman and director Simon Cave, before leading production for the television campaign celebrating Express's expanded partnership with the NBA. Featuring rising stars including Victor Oladipo, Trae Young, Mo Bamba, John Collins, and Jamal Murray, the campaign explored how confidence, personal style, and performance intersect both on and off the court.
Four seasons.
Five cities.
One evolving campaign.
Across four NBA seasons, production took us to four and five cities each year, coordinating crews, locations, and schedules around some of the league's busiest athletes. As the campaign evolved, so did the stories, while the production remained consistent from concept through final delivery.
Every season brought a new story to tell.
From rising rookies to established stars, each campaign focused on the people behind the jersey. As the partnership evolved, so did the creative, allowing us to continually explore new personalities while maintaining a consistent visual language across four years of production.