DMS has been the creative content production house for NBA Europe and the Middle East since 2015 and Africa since 2018. Our role is to produce a wide range of promotional content that can be used across all media and markets to drive fan engagement. For the 2021 Play-Off campaign, we produced a short film that was used for a major out-of-home activation in London (Piccadilly Circus) and Madrid. The Piccadilly Circus screens required several versions of the same asset, sized and timed differently for each panel they appeared on. At any time of day, the edit was playing on at least one portion of the screen and was played across the entire building once every 30 minutes.