There’s movement in the tectonic plates of basketball. Any fan, from casual to die-hard, can feel it. It’s a feeling that This Time Is Different.

This season's NBA on ESPN campaign is inspired by the vast array of playing styles and player personalities that make this new era of the NBA so thrilling to watch. By drawing from everything from hip-hop to pop art to gaming to Japanese manga, the end result feels like a reflection of all the pockets of culture that the league continues to influence.