Acting as “the mastermind,” Michael Imperioli, best known for roles in Goodfellas and The Sopranos, led viewers through the fast-paced short film designed for social and online where the decorated athletes stalk their prize—the NBA Cup.

After the original racked up over 500 million views, a sequel dropped in Oct. 2024. “The Heist II” announced the upcoming 2024 Emirates NBA Cup.

Actor-producer Rosario Dawson joined the cast in her first ad for the NBA, with Imperioli and Los Angeles Lakers veteran Anthony Davis reprising their roles.

“We wanted to keep the narrative and the storytelling vehicle consistent,” Henault told ADWEEK at the time. “We’re continuing to build awareness and to educate people about this tournament, and we’re trying to speak to a broad base—casual fans, women, multicultural audiences, Gen Z.”

4. Unforgettable Awaits (2025)

Henault’s farewell campaign for the 2025 NBA Finals signed off with a blend of hoops, music, and nostalgia.

Set to “Unforgettable” by Nat King Cole, the Translation-created spot launched in May 2025 as an ode to the legendary moments that have defined NBA finals history, from LeBron James’ chase-down block in Game 7 of the 2016 finals, to the 2000 embrace between Kobe Bryant and Shaquille O’Neal.

Interwoven with these historic highlights are reels of everyday NBA fans recreating the moments in their own lives, showcasing just how “unforgettable” the big event can be. Actors Kevin Costner and Mindy Kaling even get a cameo.

As well as linear and digital buys, a corresponding print, digital, audio, and out-of-home campaign extended “Unforgettable Awaits” globally.