an nba SLAM DUNK

Once upon a time, the National Basketball Association was “fan-tastic.”

It still is—but ever since Michael Jordan decided to play golf instead of basketball, the game’s popularity has waned.

The remedy? Go global.

With that in mind, NBA Entertainment in Secaucus, N.J., has created three spots for international viewers. Using light-driven animation and fast-paced editing, the work gives dimensional ity and movement to still images culled from NBA-E’s photo library.

The spots feature the NBA’s brightest stars: Shaquille O’Neal, Vince Carter, Tim Duncan. One ad offers an inside look at the action—players hustle for loose balls and throw pinpoint passes. The second focuses on shooting, and the third pitches the 2001 All-Star Game, paying homage to the greats of yesteryear: Larry Bird, Magic Johnson, Dr. J.

“Because of the beauty of the moment captured in still photos, viewers are able to see a lot more in these images than when they normally watch basketball,” said Joe Chodosh, producer at NBA-E, the league’s entertainment arm.

Sideshow Motion Design in New York did the special effects. The spots launched earlier this month and will be seen in 207 countries.