Imagine an 18-wheeler that transforms into multiple, flat video screens and PlayStation 3 gaming consoles inside and out! 60 days…12 states…25 cities…7,789 miles traveled…20,098 participants. NBA JAM is huge and K2 Productions was right in the middle of it.

We were hired to film the NBA JAM Invasion Tour at a Duke University game in Raleigh, NC for both NBA and EA Sports.  They set up the 18-wheeler right in the tailgating area about four to five hours before the game. We captured the fan action with DSLRs, pulled people to the side for sound bites and interviews, and arranged some shots inside of a few Best Buy stores, too. K2 also added some post-production motion graphics to tie the piece together. EA Sports used the spot both on their website and as a documentary to attract new clients.

The event was pure fan-mania—guys brought back to their childhood with the “best basketball game ever” and some even playing for the first time ever. NBA and EA Sports gave away t-shirts and towels. Who doesn’t love a freebie? Everyone had a blast, and we got to capture the whole thing. It’s in the game! Boomshakalaka!