We went beyond generic posts, using custom illustrations to celebrate the unique personalities and legacies of LeBron James and Russell Westbrook
Challenge
Cutting Through the Digital Noise
In the fast-paced world of digital media, a simple “Happy Birthday” post for a major celebrity can easily get lost in the noise. For FIBA, the challenge was to create tributes for basketball legends LeBron James and Russell Westbrook that were as unique and impactful as the players themselves.
The goal was to move beyond generic greetings and use custom illustrations to celebrate their distinct personalities and enduring legacies, creating content that would truly resonate with a global fanbase.
Our Creative Approach
We understood that a one-size-fits-all approach wouldn’t work. To create content that felt personal and authentic, we designed two separate pieces, each meticulously tailored to the player’s unique identity.
A. LeBron James — The King Turns a Year Older
For LeBron, we chose to focus on his enduring legacy and status. Our illustration avoided the typical action-packed pose and instead built a narrative through subtle symbolism:
- Regal Symbolism: We illustrated him seated on a golden throne, crowned, and surrounded by his personal trophy haul. This regal imagery immediately communicates his undisputed dominance without needing to show him in a game. It’s a visual metaphor for his “King” persona.
- Narrating His Journey: The inclusion of his Team USA and Lakers jerseys subtly tells the story of his career, representing his international and professional achievements.
This approach demonstrates that a powerful narrative can be built through visual hierarchy and symbolism, focusing on the character behind the player.
B. Russell Westbrook — A Vibrant 34
For Westbrook, we captured his explosive and energetic personality through a vibrant, celebratory scene:
- Playful Symbolism: We showed him holding three balloons in one hand and four in the other, a playful and clever way to highlight his age. This detail makes the tribute feel personal and celebratory, engaging fans with a creative touch.
- Capturing His Essence: His expressive pose and the festive environment reflect his bold and lively persona, which is as much a part of his brand as his on-court performance.
This piece shows how strategic use of color, composition, and a clear visual concept can turn a simple celebration into a bold and memorable piece of art.
Implementation & Key Takeaways
Both illustrations began as expressive line sketches, which allowed us to focus on capturing the core personality before moving to detailed visuals.
The final artworks are a result of blending bold design with a personal touch, creating tributes that feel both iconic and authentic.
This project highlights a key lesson for brand managers: in a crowded digital space, personalized content that speaks to a user’s emotional connection with a figure is far more effective than generic promotion. By celebrating what makes each player unique, we helped FIBA build a stronger, more authentic relationship with its audience.