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"I'd done research about what it would take to put someone through that type of prosthetics, and it was three to five hours," Gilbar recalls. There was certainly a burgeoning appetite for this kind of prank content at the time, but there was also a major potential stumbling block. "It felt like it'd be a fun wish-fulfillment fantasy for your everyday weekend warrior to play pickup basketball against an NBA player," Gilbar tells Muse. Luckily, Marc Gilbar, a creative director at Davie Brown (he is now executive creative director at Farm League), had an idea he'd been kicking around for a few months-of dressing an NBA player in old-man prosthetics and taking him to a pickup basketball game. Pepsi signed Irving to a two-year deal, and Davie Brown was tasked with coming up with his next project. The premise was ridiculous but amusing: Irving, done up in heavy makeup and prosthetics to look like an old man (in fact, he was barely 20 at the time), schooled some baffled youngsters at a pickup game, with cameras rolling. But it was their next project together, "Uncle Drew," a comic foray into longer-form content, that was destined to become a multiyear success story. Irving's first work for Pepsi, created by its longtime content agency Davie Brown Entertainment, was a goofy but charming 80-second Pepsi MAX video around the 2012 Super Bowl, in which Irving showed what he would do if he won Pepsi MAX for life. 1 draft pick discovered this during his rookie NBA season in Cleveland in 2012, when he earned an endorsement deal with Pepsi that would grow into something bigger, and weirder, than he or the soda giant could have imagined. At basketball, of course-that was obvious before he got to high school-but at acting, too.