A digital launch built
for draft night.
For Waraire Boswell's collaboration with American Express and the NBA, branded.digital designed and built the launch experience connecting a cultural moment to a limited commerce release.
The launch
Custom tailoring, card-member access and a live cultural moment.
Waraire created custom draft-night looks for Amen and Ausar Thompson and an exclusive Association Bomber for American Express Card Members.
The digital experience had to carry the collaboration clearly, make the product desirable and support purchase during the NBA Draft broadcast.
Designed to convert attention
Editorial storytelling with a direct path to purchase.
The experience balanced Waraire's tailoring and visual identity with the recognizability of the collaboration. Mobile-first layouts, strong product imagery and focused calls to action made the story shoppable without flattening it into a standard product launch.