NBA MITAN - SEASON 1
Overview:
NBA China partnered with VICE Media to reinvent NBA Mitan, shifting the series away from a traditional studio format toward something more energetic, culturally relevant and connected to a younger generation of basketball fans.
As Design Director, I led the visual direction for the relaunch, shaping the show’s identity across title design, motion, graphics and supporting content. The system extended from show openers and lower thirds to transitions, teaser films and storyboards, creating a more cohesive and expressive language for the series.
The result was a faster, more contemporary expression of NBA culture in China, combining basketball, entertainment and youth culture in a format that felt more native to the audience VICE and the NBA were trying to reach.
Role:
Art Director
Client:
NBA China
Year:
2016
Agency:
VICE Magazine
show intro
One of the key aspects of the project was the show intro animation that would play before each episode of the content series. My idea was to create a visual aesthetic that represented the energetic and fanatical love for basketball culture on the court, and off the court in China.
The visuals needed to represent basketball culture as a whole, not just the act of playing. I created the initial storyboards and art direction for the series intro. From there we moved into more detailed storyboards and key design frames. Once we had aligned on the design direction and storyboards, we moved into a previs phase refining key frames and characters. Final animation was produced by bewilder.tv
