As part of the celebrated BIG campaign from Goodby Silverstein & Partners, the NBA needed a spot to kick off the new season with energy and impact. The line was already set—BIG IS ON—but it was up to us to bring it to life in a way that felt fresh, powerful, and unmistakably NBA.

The phrase “shoot the lights out” is part of basketball’s DNA. But what if we flipped it? What if, instead of shooting the lights out… we literally shot them on?

We teamed up with a lineup of NBA stars and sent them to arenas across the country—empty, quiet, waiting. One by one, as each player hit their shot, the lights blazed on. Arena by arena, the league came to life. A simple, striking way to announce what fans were waiting for: BIG IS ON.