CSM | Our work | HBO Max: HBO takes the court

HBO takes the court

To celebrate the premiere of HBO’s new series “Winning Time: The Rise of the Lakers Dynasty”, we were tasked with coming up with a social impact campaign that would give back to the local community where the iconic team got their start.

We worked with the City of Inglewood and Los Angeles County to identify and revitalize a local basketball court. With the help of California-based artist, David Flores, along with non-profit group Project Backboard, the Roger’s Park basketball court transformed into a “Winning Time” masterpiece that will provide an inspiring space for the next generation of basketball fans in the Inglewood community for years to come.

Following the grand unveiling of the new court, Winning Time show consultant and renowned basketball trainer, Idan Ravin, to lead a hand-picked group of influencers through a show-inspired training camp. The event brought attention to the Inglewood community and was featured in a number of impactful news outlets.

The results

The event was featured in print, online and broadcast from key networks including The Morning Brew, AdAge, KTLA, Inglewood Times, and more. Additionally, the spotlight on the initiative’s community partner, The ICP School, led to a feature of the rapidly growing program in the Inglewood Times. This amplification by the event, micro–influencer participants, and the press helped spread awareness about the new community resource provided with the refurbishment of the court. The community has a safe place to gather, play sport and make memories for years to come, with the spirit of Winning Time is embedded into the court.