NBA 2K15.

UI concept visual design done by me, used as the styleguide for the rest of the UI on 2K15. Every downstream surface — mode branding, in-game overlays, presentation layer — was traced back to the language set in these frames.

I designed the spatial Main Menu UI/UX end-to-end — the environment, the camera animation flows, and the anchor points that bound menu elements to the world. The polished pass plays in the hero above; the early in-engine clean visible here.

I planned, built, and reworked — with our talented engineers Kefei Lei and Johnnie Yang — the first physical camera system and in-world menu marker usage in NBA 2K's UI. It went on to be used and pushed forward across many of the franchise's highest-profile first-impression systems in the years that followed.

I was also directing the game's Presentation layer — high-energy sports wipes, transitions, and overlay sequencing. Because the visual design language and environment had already been established in the styleguide, it was easy to propagate that DNA forward into every in-game wipe and broadcast moment.

The presentation direction inspired the Presentation UI overlays. Here's a sports "BreakBoard" — the broadcast-style stat card that flashes between possessions, built on the same hard-edged motion grammar as the wipes.

For moments that needed more than in-engine could deliver, we used the same visual language to brief and outsource cinematic-quality 3D team logo wipes. These were produced by Geoff Hecht and his formerly-owned Hectic Studio — pre-rendered, broadcast-grade, and tuned to drop straight into the same motion cadence as everything else on screen.