Sorare: NBA UA Hype Video Project

In collaboration with CRAFTSMAN+, I served as Creative Lead on a UA hype video for Sorare: NBA, a blockchain-based fantasy sports platform where players collect, trade, and compete with athlete NFTs across the NBA, MLB, and major soccer leagues.

The goal was to drive user acquisition on YouTube and Twitter by making Sorare’s core value proposition — team building, trading, and competition — feel immediately exciting to audiences unfamiliar with NFT gaming.

I owned the project from concept through final delivery: developing the creative approach, writing the storyboard, animating all motion elements, and adapting the video for multiple placements including YouTube PreRoll bumper ads, YouTube Shorts, and Twitter.

The central concept was player empowerment — “Build Your Team, Play with Friends.” I combined dynamic motion graphics, seamless transitions between gameplay moments (team management, card trading, tournament play), and in-app UI mockups to walk new users through the experience without sacrificing pace.

Each deliverable was built natively for its platform. The 6-second bumper was cut differently from the Shorts version, with viewer intent driving every edit decision: intercept attention vs. earn a full view.

The video achieved high completion rates on 6-second bumper ads and short-form placements. Sorare’s marketing team confirmed the creative clearly communicated game mechanics and drove app store clicks during the testing phase.