Production by: Conductor Productions
Directed by: Vlad Minuity
Edited by: Futureboy Media

Futureboy Media led both the creative direction and editing for the NBA 2024 Champion Celtics spot, shaping the entire look and feel of the piece. After editing hundreds of commercials for Fanatics and the NBA, we set out to do something different—something modern, high-energy, and deeply connected to the culture of the game.

To achieve this, we introduced hip-hop-inspired music, aligning with the NBA's core audience and elevating the spot’s intensity. Visually, we took a bold approach by showcasing 3D championship hats and T-shirts in a dynamic, eye-catching way.

A key creative decision was designing an LED background featuring cityscapes and iconic landmarks of the winning team’s hometown. This pre-designed backdrop brought a deeper emotional connection, symbolizing the city the championship team worked so hard to represent.

During pre-production, we also developed a unique camera strategy—handheld movements with sharp snap zooms—to create a high-energy, in-the-moment celebration vibe. This approach made the spot feel raw, electric, and immersive.

The result? A visually striking, culturally resonant ad that authentically captured the excitement of a championship moment.