the watsons

the work.

new york liberty


when we created our first ad campaign for the wnba’s new york liberty we set out to showcase not just the team, but the experience. yes, fundamentally, the liberty is about hoops, but they’re also a high-energy entertainment experience — wrapped in music, community, fun — and some very special world-class athletes who play not for the paycheck, but for the love of the game. that’s what we called, raising the game.


from tickets to transit to tv — and lots of digital in between — our messaging spoke to the overall badass-ery of the women who put the liberty — and the wnba — on the map. we also celebrated the amazingly diverse fans who unfailingly come to see them. unrivaled nyc entertainment, a sense of belonging, basketball in its purest form — all at the greatest sports arena in the world. that’s liberty for all.


when the wnba and liberty launched in 1997, a lot of people said they wouldn’t last. so when they reached their tenth anniversary, we decided to remind those people just how wrong they were. using subway car posters and billboards, we took to the streets and tunnels of new york to celebrate this happy milestone.


sometimes you just have to be there. other times, before you go there, you have to see what you’re missing. our spots for the liberty encapsulate the overall experience in sight, sound, and energy. we call these: bball shorts.