NBA Top Shot
NBA Top Shot is a first-of-its-kind game that allows people to collect, trade, and sell their favourite NBA highlights as digital "Moments".
I was responsible for crafting the motion language of NBA Top Shot across marketing, product, and brand. My role covered everything from high-level campaign work to granular UI animations—helping bring the platform to life for millions of basketball fans worldwide.
Collectible design
Designing the motion for the Top Shot collectible was a unique conceptual challenge. As a new kind of digital asset, it needed to feel both tangible and valuable - evoking the weight and presence of a physical object, while also embracing its identity as something entirely digital. I approached this by grounding the collectible in physical motion principles, giving it a sense of structure and gravity, then layering in dynamic transitions and futuristic UI elements like a glass HUD panel. The result was a motion language that made the collectible feel premium, touchable, and visually grounded in the language of emerging tech.
Pack Opening
Opening packs is one of the most iconic and exciting elements of NBA Top Shot. From the suspenseful build-up to the Moment reveal, I designed and animated the experience to deliver a sense of anticipation and value. The goal was to give digital collectibles the same visceral thrill as opening a physical pack of trading cards.
Product
I designed motion treatments across the NBA Top Shot interface to enhance usability and reinforce the brand’s bold, collectible-driven identity. From animated transitions to onboarding flows, my work focused on creating a responsive, intuitive experience that balanced clarity with visual impact.
Campaigns
I produced motion content for NBA Top Shot’s major product moments, including pack drops, feature launches, and promotional pushes across multiple platforms. Each piece needed to communicate value and energy while staying grounded in Top Shot’s visual ecosystem.
Events
NBA Top Shot’s real-world activations, which included NBA Summer League and NFT.NYC, needed motion content that could bring the digital to physical. I produced sizzle reels, event recaps, and motion graphics packages that helped bring the brand to life in-person. These experiences helped connect the digital product with the energy of the NBA community in real time.
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