Sad Internet
Slow internet ruins the NBA Playoffs. When we see a loading wheel, we see red. So we hid a Hall of Famer inside one.
The idea
The truth behind it is simple and rage‑inducing: a buffering wheel during the Playoffs is a small act of violence. We wanted to actually trick viewers into thinking their TV or phone was choking — then hit them with the gotcha of Kevin Garnett literally stepping out of the internet to talk trash.
The casting
We hired legendary weird‑comedy directors Tim & Eric and cast the greatest trash talker in NBA history. Neither decision required much debate.
Built for the platform, not ported to it
On TV and most social we used the loading wheel you’d expect. For TikTok we rebuilt the whole gag around that platform’s specific loading screen. Honestly, those are my favorite versions of this.