Stephen Vs The Game
Unprecedented access to an unexpected legend frames the launch campaign for the latest series from Facebook Watch.
Project Overview
The Brief
Stephen Curry is arguably the most connected digital athlete on the planet, engaging with fans on Twitter, Instagram and displaying the same sense of authenticity and joy he displays on the court.
In a crowded streaming landscape, our challenge was to position Facebook Watch as a destination for high-quality content and develop a cutting-edge, mobile-first creative strategy that could highlight the social content experiences that only Facebook can provide. It was important to establish Facebook Watch as industry leaders in the entertainment space as well as community-building across social channels.
Our Approach
The plan of attack was two side-by-side setups:
Both minimize any downtime for Steph and take advantage of the few hours we would have to capture all of the content we'd need for print, digital, social and audio content. We shot a huge range of options including classic portrait shots, action moments in Warriors gear, workout apparel and street gear and included some more voyeuristic shots in a space at the front of the studio to make sure we nailed the authentic and personal nature of the series positioning. On the motion side we quickly ran through shots of Steph dribbling, delivering lines for Swipe Up content, bespoke video concepts and a number of elements we used for GIFs, content spots and video-driven ads.
Steph Vs Social
While there was a huge number of assets to prep for launch, we couldn't lose focus as future episodes premiered, requiring between 5-7 reactive episodes a week including custom GIPHY stickers for social uses, weekly poll questions, animated episode quotes, motion-graphics focused episodic highlights, next-on teasers and cutdown videos across a range of topics.
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