Big 3

Big3 is a 3-on-3 basketball league founded by hip hop musician and actor Ice Cube and entertainment executive Jeff Kwatinetz. The league consists of 12 teams whose rosters include both former NBA players and international players. in 2021, Monster Energy was announced as the official energy drink of the event and thus kicked off two consecutive years of design work for broadcast.

For 2022, the Monster Energy Brand Creative team linked up with Ice Cube to produce a suite of video advertisements featuring Big 3 athletes, Monster Energy and the man himself.