Welcome to 747 Warehouse St. A colorful offshoot of NBA All-Star (2018) in Los Angeles, CA. A social experience as ambitious as the culture-defining basketball event itself. Exclusive product drops. Epic musical performances. A vibrant maker space. Celebrities and athletes coming together at the intersection of sport and culture. This is how adidas shows up for basketball’s biggest weekend.
747 Warehouse St.
The brief was to capture content to hero the 2-day experience and share it with a global audience in real-time. In collaboration with our agency partners at Swift, we responded with a game plan for tackling pre-heat content, executing live event coverage, managing real-time posting to social, hourly recap videos, and more. And btw, we only had two weeks to prep! This gig fell in the sweet spot of requiring next-level organization, strategic workflow planning, and high velocity decision-making.
On the ground, our Content Teams had their work cut out for them – navigating a 100,000 square foot venue day and night, plus cutting through a sea of 18,000 consumers, celebrities, and general chaos to get the content needed, not to mention wrangling schedules and charming celebrities for sound bites. To deliver 1,200 assets in 48 hours, our 40+ person crew needed to be fast-moving and nimble, and we needed a strong organizational and communication plan in place.
Behind the scenes, our command center was humming for 72 around-the-clock hours. Content came in fast and furious from the floor to our talented team of Editors and Retouchers. This required close collaboration for all players involved, including agency art directors and community managers who were responsible for posting to social channels across adidas Hoops, adidas Originals, and adidas core.