Nostalgic soundtrack.

Challenge

Fans remember the voices as much as the plays yet once games end, that audio disappears into the archive. We wanted to explore how those dormant broadcasts could be transformed into a cultural initiative for the NBA with lasting impact. The concept was a public audio archive: curating historic radio broadcasts into long-form listening experiences, packaged as seasons, series, and iconic runs. The challenge was to prove that game audio, often treated as disposable, could be reframed and positioned as a scalable cultural asset rather than one-off content.

Outcome

The archive pilot showed how the NBA could position itself not just as live action entertainment, but as a steward of its own cultural memory. For the brand, it transformed dormant broadcasts into a living library of basketball history. For ESPN, it extended their role as the lasting voice of the game, with commentary re-released as curated playlists and podcast-style series. For fans, it created a deeper, more immersive way to relive iconic moments starting from Kobe Bryant’s 2010 championship run. In a format that match today’s long-form listening habits, the real opportunity lay in scale: cross-team pollination, richer appreciation of the league’s heritage, and history.

My Role

I led the creative and strategic development of the archive, shaping it from a loose idea into a structured, pitch-ready initiative. I reframed why historic broadcasts matter, designed how they could be curated into seasons, series, and playlists, and articulated how the format connects nostalgia, wellness, and fan engagement. Beyond creative framing, I also mapped the path to execution by outlining how rights clearance, broadcaster coordination, and league approvals could be built into the process without losing momentum. I structured the deck to highlight the benefits for each stakeholder, from brand equity to broadcaster visibility to fan connection, and ensured the idea was positioned as both inspiring and feasible. This project sharpened my ability to transform underused assets into cultural infrastructure, and to translate speculative vision into a framework aligned with real-world approvals and workflows.

2025