The challenge was to design a campaign that would not only re-engage with the label's loyal fan base but also capture the essence of Death Row Records' cultural significance. The campaign needed to be innovative, appealing, and reflective of the brand's roots in West Coast culture.

STX Studio designed an 80s retro basketball game to capture both data and the imagination of fans. Winners were rewarded with specially-designed NFTs that served as unique collectibles. The success of this anniversary campaign led to further collaboration, including branding and a website project for a West Coast IPA beer launch. With the product not yet ready, 3D renders of the cans were swiftly produced, and a website was designed and built to showcase the launch. The result was a multi-faceted campaign that not only celebrated Death Row Records' 30-year legacy but also introduced innovative elements that resonated with fans old and new.