Role: Creative Director

Team: John McLaughlin (Sr. AD), Patrick Wells (CW), Steph DeJongh (Designer)

Background: The G League is the NBA’s testing ground. It experiments with new rules, sports science, equipment, jerseys, and game play before they hit the big league.

Concept: We positioned this league as a feeder for the future. Not just the future of the NBA, but for the game itself.

It will change the way people look at basketball. It will change the way people talk about basketball. And change only happens when you break some rules and expectations.