Working with the talented folks at Wildlife Advertising, I served lead writer for the launch of Facebook Watch’s new docu-series about basketball superstar Stephen Curry. I helped shape our strategic position of “Exclusive Access to The Ultimate Champion”, which led to the launch trailer…

Steph’s accuracy from deep changed the game like only a small handful of players ever had. The 3-point shot exploded across all levels of basketball. Even as they agreed he’s the greatest shooter in history, some notable purists accused Steph of “ruining them game.” Steph, flipped the script, making Ruin The Game his signature shoe’s slogan.

What if he ruined the promo for the documentary series about him too? I came up with the strategy and concept for “Ruin The Promo”. which led to some fun social spots that break the fourth wall (literally).

RESULTS

Testing scored these as some of the most effective ads Facebook had ever run on Instagram, Facebook and Twitter and drove tons of engagement with the trailer.