Now in its third year, ESPN’s basketball campaign was rebuilt with a custom generative-AI diffusion pipeline as the core creative, design and animation engine.
In our third year of the campaign, we set the ambitious goal of using generative AI as the main creative, design and animation pipeline, creating a unique visual style that would captivate basketball fans and excite them about ESPN’s basketball offering.
The campaign relied on the seamless fusion of artificial intelligence and human expertise. Led by Ryan Bodger, alongside our in-house team of creatives, strategists and technologists, we worked hand-in-hand with our own custom Gen-AI diffusion pipeline, guiding its input data and outputs to align with ESPN’s brand identity and quality bar.
The human touch was essential in refining the AI-generated content, injecting emotional depth and crafting visual narratives that struck a chord with basketball fans.
Your Home For Hoops is a clear example of the COLLIDE-AI generative pipeline in action, built on client-owned input data, Stable Diffusion and ComfyUI.
A synergy of human ingenuity and artificial intelligence, the campaign delivered a distinctive, rights-owned visual world for ESPN basketball, proving a generative pipeline can carry a flagship brand campaign end to end across creative, design, motion and media.
The tools, selected for the brief and orchestrated through our COLLIDE-AI pipeline.