Creativity

Under Armour Is Releasing an Ad Every Time Steph Curry Makes a 3-Pointer

Social Campaign Engages Fans During NBA Playoffs

By Alexandra Jardine. Published on Apr 19, 2016

Editor's Pick

Under Armour is engaging fans of Steph Curry during the NBA playoffs with a social campaign that involves releasing a new three second Curry video every time he makes a three pointer.

As part of the social campaign, Curry fans can find each video that follows the three-pointers on Under Armour Basketball's Twitter handle (@UABasketball) or by following the hashtag #BreaktheGame. The first ad, which broke as Curry's team the Golden State Warriors played the Houston Rockets, was a cryptic clip of Curry picking up a brick and asking "What is this?" In another clip, Curry asks "Wanna know my secret?" without being cut off.

The campaign is by Droga5, with Jim Jenkins at O Positive directing the videos.

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About

Credits

Date
Apr 19, 2016
Agency:
Droga5
Client:
Under Armour
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Group Creative Director:
Tim Gordon
Copywriter:
Benjamin Bliss
Art Director:
Evan Schultz
Designer:
Toga Cox
Chief Creation Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
Executive Producer:
David Cardinali
Associate Producer:
Isabella Lebovitz
Head of Interactive Production:
Niklas Lindstrom
Head of Art Production:
Cliff Lewis
Global Chief Strategy Officer:
Jonny Bauer
Group Strategy Director:
Sam Matthews
Head of Communications Strategy:
Colleen Leddy
Senior Communications Strategist:
Hillary Heath
Social Communications Strategist:
Maureen O'Brien
Data Strategist:
Anthony Khaykin
Group Account Director:
Julian Cheevers
Account Director:
Bola Adekoya
Account Supervisor:
Lucy Santilli
Associate Account Manager:
Scott Bubis
Senior Project Manager:
Courtney Kosup
Project Manager:
Connor Hall
Client:
Under Armour
CEO & Founder:
Kevin Plank
Chief Marketing Officer:
Kip Fulks
SVP Global Brand Management:
Adrienne Lofton
SVP Global Communications:
Diane Pelkey
Vice President Global Creative Team:
Brian Boring
Vice President Global Comsumer Engagement:
Jim Mollica
Director, Global Marketing Operations-Process & integration:
Teresa Oles
Director Global Basketball:
Tai Foster
Production Company:
O Positive
Director:
Jim Jenkins
Director of Photography:
Roberto Schaefer
Executive Producer:
Ken Licata
Editorial Company:
Droga5 Studios
Editor:
Matthew Badger
Studio Coordinator:
CJ Strahan
Post Production Company:
The Mill
Executive Producer:
Sean Costello
Senior Producer:
Nick Strange Thye
2D Lead:
Brandon Danowski
Colorist:
Michael Rossiter
Color Producer:
Natalie Westerfield
Color Assistant:
Evan Bauer
Sound:
Heard City
Engineer:
Jeremy Siegel
Executive Producer:
Gloria Pitagorsky
Producer:
Talia Rodgers

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