Under Armour

Home Court

Under Armour wanted to connect to basketball fans in an authentic way while growing their YouTube channel at the same time.

To do that, we created Home Court, a traveling series focused on basketball and the subcultures around the game as well.

My Roles.

Lead Strategist

As the lead strategist on the role, I identified key aspects of Detroit basketball, and the city itself, that would feel authentic to community members and basketball players alike. This included picking locations, selecting talent to interview, planning how to deploy content across social, providing creative strategy based on my knowledge of the game, etc,

Script Writer

Because I was deeply knowledgable about the game of basketball, and Detroit’s history, I assisted the Art Director with scriptwriting for our host Saranus Jackson. This included rewrites, providing live feedback on VO, and helping in post-production to make sure our story was told clearly.

Client Manager

I was the lead client contact for this project. This meant providing client services and playing liaison between client and creative while on an 18-hour shoot. I also acted as the main contact for our host, making sure he felt comfortable and ready for the next scene.