golden state warriors — gsw creative brief — 23·24 season

context

a reality check for dub nation

in 2022, the warriors were once again NBA champions — the fourth in a decade. then the '22–'23 season went sideways. after the preseason scuffle between draymond and jordan poole, chemistry never recovered. the team clawed into the playoffs and lost in the second round after entering as the favorite.

the roster

coming into focus, but not certain

the big 3 are back for one more year. cp3 is on the squad. a bunch of unproven talent is out to make a name. a chance at a chip doesn't feel as solid as it has in seasons past.

the challenge

fan apathy is on the rise

expectations are sky-high, but the zeal dub nation once brought to the arena isn't the same in the chase center. the work needs to be a rallying cry that rekindles the fire.

how we'll attack it

bridge the team's spirit with the ethos of the bay

bay area insight — the bay is where culture goes to be radically transformed (newton, milk, jobs, shakur, to name a few)
warrior insight — the warriors are world-famous for changing the game: small ball, pulling up from the logo, a new level of ball movement
owner joe lacob: it put them "light years ahead of probably every other team"
uncertainty has come to the team and the bay — but you can never count out those who adapt, overcome and win

the strategy

ignite the game-changing spirit of the warriors

no matter what changes come, the warriors' progressive spirit will never die.

tone

joy is a competitive advantage

this is a team built on the idea that joy is a competitive advantage. we need edge, but we're not skewing toward angry alpha sports-guy energy.

deliverables

one campaign, four pieces

01 — a tagline that serves as a unifying rallying cry
02 — a TV spot that gets people excited about watching the warriors and buying tickets
03 — a radio spot that hypes the squad and drives tune-in
04 — a look-and-feel that lives all season across TV, social, 2D, experiences and tickets

inspiration

the lineage we're extending

notable warriors campaigns — strength in numbers · we believe · joy in buckets · all of us
visual references — we run as one (nfl kickoff) · e40 & draymond green (beats by dre) · you love me (beats by dre)