As the creative director for NBA Japan’s Instagram launch, I developed the platform’s art direction and social media strategy, leading my team from concept to execution. Beyond establishing a visual tone that reflected the NBA, I aimed to resonate with Japanese fans by spotlighting local basketball enthusiasts and fostering a sense of community.

In Japan, basketball does not dominate street culture as it does in North America, presenting a unique challenge. To bridge this gap, I focused on celebrating the sport in ways that felt authentic to Japan, blending its global appeal with local cultural elements to connect with fans on a deeper level.