The National Basketball Association (NBA) has launched a high-energy, season-opening brand campaign, ‘Start to Finish,’ directed by Stuart McIntyre of CANADA Los Angeles, and created in collaboration with Translation.
The campaign is built around the theme that a championship run requires effort from the very start, showcasing stars like Paolo Banchero, Jalen Brunson, and rookie phenom Cooper Flagg enduring the offseason grind as fans chant the campaign’s original rallying cry. Beyond the film, the media push spans social, digital, OOH, and audio. It builds momentum toward the American Express NBA Tip-Off 2025 doubleheader on NBC and Peacock.
The launch of this CANADA production is timed to generate maximum fan excitement; it coincides with the league’s NBA Jersey Day on Oct. 20. Director McIntyre also celebrates his 2025 UK Music Video Awards nomination for his Sam Fender – ‘People Watching’ in the Best Rock Video UK category.
The campaign has been named one of the Top 5 Sports Marketing Ideas to Know About Right Now by Ad Age, underscoring its immediate impact.
