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NBA Team Branding Creatively Reimagined As Retro Cassette Mixtapes
By Dorothy Tan, 14 Mar 2016
Based in Seattle, Emmy Award winning directing and creative duo Mindcastle was recently commissioned by ESPN to create the brand campaign for the launch of 2016 NBA Countdown on ABC.
The concept they came up with is refreshingly unique—they decided to use retro cassette mixtapes to showcase the branding elements of each NBA team.
To execute this creative concept, they designed and handmade 45 custom mixtapes—one for each of the 30 NBA teams and 15 NBA / ESPN branded cassettes.
The resulting mixtapes display a brilliant blending of the retro aesthetics of cassettes labels and the NBA team logos and colors.
Mindcastle has also produced a music video that shows the process of creating these mixtapes as one where “someone was putting together songs with various elements being intercut and spliced together”.
Watch this video below, and head over here to view more images of NBA teams reimagined as cassette mixtapes.
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