Directed PlayStation's talent strategy, execution, and on-site talent management for their 2025 NBA All-Star activation, The Court, in collaboration with NBA2K. Secured over 20 influential athletes, creators, and musicians from basketball, lifestyle, and gaming—including A’ja Wilson, Karl-Anthony Towns, Brittney Elena, Tristan Jass, Lethal Shooter, Carson Roney, Jenna Bandy, and Cordae—to create content from The Court. Talent produced content outperformed KPIs by 88%, achieving 16M+ social impressions and 15M+ social views.