[ STARRY // PROJECT.LOG / 2023 ]

NBA social launch

Social strategy, captions, talent briefs, and art-direction input for Starry’s NBA launch, aimed at Gen Z.

[ MY.ROLE ]

SOCIAL STRATEGY + COPYWRITING + ART DIRECTION CONTRIBUTION

[ CONTEXT ]

COMMISSIONED WORK

[ YEAR ]

2023

[ THE.BRIEF ]

Introduce Starry to a Gen Z audience through NBA content. The campaign concept and mockumentary approach were developed collaboratively. I was responsible for the social strategy and activation, and contributed to talent selection and art direction.

We prioritized TikTok to reach Gen Z. For the Finals rollout, we timed Jamal Murray’s content around Nuggets games, holding it until directly before or after a game when fans would be paying attention.

[ MY.ROLE ]

Wrote the social strategy, captions, content plans, and individual talent briefs.
Advised on NBA and WNBA talent selection with Gen Z viewership in mind.
Helped art direct the social content and planned how it would run across the launch.

Campaign concept and mockumentary: collaborative development. My contribution: social strategy and activation, captions, content plans, talent briefs, talent-selection advice, and social art-direction input.