“Call it ‘cheering back.’ Each night at 7 p.m., in concert with a worldwide ritual of clapping, the Knicks are using their Instagram to feature former players, celebrities and hometown heroes offering their personal tributes to those on the front lines.” - New York Post

One of the few bright spots in New York City during the early months of the COVID pandemic was the nightly 7PM cheers that saw New Yorkers in every borough lean from their windows to cheer on the frontline heroes carrying us through.

With the NBA season cancelled and Madison Square Garden empty, the Knicks joined in by activating the Jumbotron to remotely shoot a poignant TVC and activating current and former players to lead the cheer on a nightly basis on their Instagram Live. The whole process was coordinated, directed and produced remotely.