S T A G E D E S I G N
AT&T Courtside Concerts
AT&T has long been an official partner of the NBA, and they were looking for a unique way to position their 5G tech during the conference finals. My team at Wasserman tapped into some of the most popular hip hop artists in the space, 2Chainz, Big Sean, Cordea and CHIKA and we we presented a concert series that takes place in a modular virtual environment that offers us a treasure trove of creative possibilities.
The four-part series, starring two-time Grammy-nominated Cordae, rising star CHIKA and hip-hop legends 2 Chainz and Big Sean, featured groundbreaking extended reality (xR) visuals on completely virtual stages. Portions of the performances aired on TNT and ESPN’s broadcast coverage of the NBA Conference Finals, and full performances were released online following the telecasts.
Each performance was brought to life with visuals, graphics and animations influenced by each performer, showcasing the flare and vibe of each artist's style. We utilized the magic of a mixed reality stage to bring the campaign to life.
Initially, the pandemic precluded shooting the four courtside performances in person. In addition, building out the unique physical environments for each artist would have been costly and time-consuming, not to mention the logistics involved in coordinating the schedules of four busy artists. Thus, xR became the logical choice to bring this concept to life.
