STARRY [ PROJECT.LOG / 2023 ]
NBA social launch
Social activation for Starry’s NBA launch, aimed at Gen Z.
SOCIAL STRATEGY + COPYWRITING + ART DIRECTION CONTRIBUTION
COMMISSIONED WORK
2023
[ THE.BRIEF ]
Introduce Starry to a Gen Z audience through NBA content. The campaign concept and mockumentary approach were developed collaboratively.
[ SOCIAL.STRATEGY ]
Be there when fans are watching.
We prioritized TikTok. For the Finals rollout, we held Jamal Murray’s content until directly before or after Nuggets games, when fans would be paying attention.
[ COPY + ACTIVATION ]
I wrote the social strategy, captions, content plans and individual talent briefs, advised on NBA and WNBA talent selection, and contributed art direction to the social content.
[ THE.WORK ]
Play here, or open the film separately.
OPEN FILM ↗[ ASSET.ARCHIVE ] — 6 more images & films
Play here, or open the film separately.
OPEN FILM ↗Play here, or open the film separately.
OPEN FILM ↗Play here, or open the film separately.
OPEN FILM ↗Play here, or open the film separately.
OPEN FILM ↗Play here, or open the film separately.
OPEN FILM ↗Play here, or open the film separately.
OPEN FILM ↗[ OUTCOME ]
PepsiCo reported more than 8M views for the campaign. The figure reflects campaign performance, not the isolated effect of an individual post or scheduling decision.
[ PROJECT.CREDITS ]
Campaign concept and mockumentary: collaborative development. My remit was social strategy and activation, with talent-selection advice and art-direction input.