NBA China wanted to tell the stories behind some of the league’s biggest stars in a way that felt more personal, expressive and culturally engaging than traditional sports content.

As Design Director, I led the visual direction for a nine-part animated series, shaping each episode from story structure and voiceover through art direction and storyboarding. The goal was to create a flexible format that could feel cohesive as a series while still giving every player a distinct visual identity.

Each episode paired a different NBA star with a different animation style, working with a rotating group of artists to reflect the personality and journey of the player at its center. The result was a playful, human approach to basketball storytelling that extended beyond highlights to focus on the people behind the game.