The Half-Court Classic
Experiential Design
The Half-Court Classic, presented by lululemon and MobRep, brought Chicago’s vibrant outdoor basketball culture indoors during NBA All-Star Weekend. The event celebrated the city’s creative and athletic spirit through a 3-v-3 co-ed invitational tournament featuring local athletes, artists, and performers, including The Cool Kids, Femdot, and Qari. Partnering with local favorites like The Delta, Smackdab, Pour Souls, and Coquetel Spirits, the experience welcomed about 1,000 attendees with complimentary food, drinks, and activations supported by Wilson Basketball.
As Art Director, I served as the creative liaison between the illustrator and lululemon, developing moodboards, visual references, and art direction. Using the final illustrated assets, I designed projections, social media content, posters, and signage to create a cohesive and immersive visual identity. I also assisted with spatial planning and oversaw the construction of brand activations, coordinating with vendors and contractors to ensure a seamless buildout.
Team: DooHyun Kim (Art Director, Visual Design), Afrokilla (Illustrator), Zac Hall (Set Production Designer), Jeoffrey Arrington (Executive Creative Producer), Justina Nguyen (Creative Strategist), Joey Saenz (Creative Producer), Drew Connor (Producer)
