STEPHEN VS. THE GAME • 360 LAUNCH
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...
My overarching creative concept, “Ruin The Ad”, won our agency the campaign. Seamlessly integrated with Steph's brand, it became a unifying visual framework that allowed our content to be just disruptive as Steph himself (to users' news feeds) while showcasing Facebook's mastery of marketing on their own native platform.
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.
Launching on the cusp of the NBA playoffs, Stephen vs The Game debuted to a strong 5 million views on its initial release. A robust media push and a steady flow of social content kept a growing audience tuning in each week.