Overwatch2 Stadium x Luka Dončić

Tension
Overwatch 2’s Stadium set out with a clear goal: drive awareness and bring new players into the game. Enter Luka Dončić – NBA superstar fresh off a shocking, hotly debated trade from the Dallas Mavericks to the LA Lakers.

Truth
As fate would have it, Luka isn’t just a star on the court – he’s also an authentic Top 500 Overwatch player. A true dual threat, dominating in both stadiums.

Solution
Luka was the face of the campaign, paired with his in-game, gun-slinging hero Cassidy – blurring the line between real and digital stadiums. Strategic media buys in LA and Dallas kept the spotlight sharp on him. In Los Angeles, his new home, contextual placements outside Crypto.com Arena winked at locals with the line: “My Other Favourite Stadium is in Overwatch 2.”

In Dallas, we dialed up the tension. The bold claim “Cowboys Never Die” loomed over the American Airlines Center – the Mavericks’ home court. The reaction? Instant. Mavericks officials reportedly had the billboards pulled, igniting a wave of conversation and buzz across social.

Role
Drove campaign ideation, concept development, and creative strategy. Art-directed a lightning-fast one-day NYC shoot with Pari Dukovic (with only 90 minutes of Luka). Oversaw messaging, visuals, and rollout to ensure the campaign not only made headlines but also achieved its core goal: getting new players into Stadium.