PetaPixel Behind the Tip-Off: The Making of the NBA’s 2025 Ad Campaign


A bustling cityscape of Times Square with tall buildings and billboards. The central billboard promotes the NBA Tip-Off 2024, showing cheering fans. Vehicles and pedestrians fill the streets below, and sunlight filters through the skyscrapers.

Some advertising photographers equate the degree of stress during a high-profile shoot as a metric of their skill as a photographer: If you’re stressed, then perhaps you were unprepared or lacked knowledge, they might say. I don’t think that’s always the case, as sometimes the extreme challenge of a complicated image requires stress to realize its full creative potential.

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