COMPLEXCON
The Brief
The brief was to bring the energy of Cashback Courts from NBA All-Star Weekend onto the ComplexCon show floor. With thousands of fans coming to discover the latest drops, collaborations, and collectibles, it was the perfect opportunity for Chase Freedom to connect its cashback benefits to a culture built around shopping, while introducing gaming as a new pillar of the experience.
My approach was to use basketball as the entry point. Build an environment where gameplay, merch, and competition naturally came together, creating an experience that felt right at home within the energy of ComplexCon.
info & credits
BRAND: Chase Freedom
EVENT NAME: Complexcon '25
LOCATION: (Varied) All-Star Weekend 2026
AGENCY: Think-True
CONTENT RIGHTS: Think-True & Kurieo
ROLE: Creative Director for Live Event & Pre/Post Campaign
PRESS: COMPLEX, Billboard, SF Chronicle, Revolt TV, Bizbash
Unlimited Basketball
Turned a basketball court into an interactive stage where every game felt like its own event.
Gameplay as Entertainment: Designed a digital court around fast-paced shooting competitions, creating an experience that was just as fun to watch as it was to play.
A Court That Evolved: Every game transformed the court with custom graphics, dynamic visuals, and evolving game mechanics that kept the experience feeling fresh throughout the weekend.
Competition With Purpose: Built multi-round challenges that rewarded fans with exclusive merch, prizes, and bragging rights—giving every shot something to play for.
Takeaway: The court should never be static. When the gameplay, visuals, and competition evolve together, the experience keeps pulling people back for another round.
OFF COURT
Designed every off-court element to extend the story beyond basketball and encourage fans to explore, play, and share.
Streetwear Meets Retail: Showcased the Angelo Baque x Chase Freedom tote collection through custom storefront displays that elevated each colorway like a coveted retail drop.
Beyond the Court: Added oversized hoops, immersive entry tunnels, and large-format LED moments that created memorable photo opportunities and drew guests deeper into the experience.
Gaming Lounge: Introduced Chase Freedom's gaming debut with custom NBA 2K pods inspired by PlayStation controller icons, turning casual gameplay into a social competition.
Takeaway: The strongest event spaces reward exploration—every touchpoint should offer fans another reason to engage, discover, or share.
THE MOMENTS
Created moments that gave fans a reason to stop, gather, and feel like they were witnessing something special.
Courtside Conversations: Brought culture to the court with live conversations hosted by Speedy Morman, featuring guests like Angelo Baque and the Clipse discussing design, music, and culture.
A'ja-Con: Closed out the weekend by transforming Cashback Courts into A'ja-Con, celebrating A'ja Wilson with a full booth takeover, surprise gifts, and a pink-themed experience that gave her the flowers she deserved.
Fans at the Center: Every headline moment was designed with fan participation in mind—from live reactions and photo opportunities to unexpected interactions that made the experience feel personal.
Takeaway: The most memorable moments aren't just scheduled—they're designed to make fans feel like they were there for something they'll be talking about long after the event ends.
