HOUSE OF 2K

NBA 2K | 2026 NBA 2K GAME LAUNCH PARTY

Challenge: Create a game launch party that feels authentic to street ball culture, NYC, and this year’s three cover athletes.

Insight: From shooting around neighborhood courts to rushing to catch the express to the stadium, basketball is built from the street up.

Big Idea: To open the next chapter of NBA 2K, let’s go back to where it all starts, the streets and brownstones ingrained in NYC hooper culture.

Execution: A launch experience that mirrored a classic block party and traditional NYC brownstone with three different house-like experiences based on each 2026 cover athlete.

CD: JASON SIFRE & PRISCILLA CUTRI | CW: PRISCILLA CUTRI & ME | AD: JASON SIFRE

HOUSE OF 2K - THE BLOCK PARTY

HOUSE OF SHAI

HOUSE OF ANGEL

HOUSE OF MELO