3>2: A STARRY Story
STARRY® Shares the “Totally True” Historical Account of How Two Irreverent Citruses Used Simple Math to Revolutionize the Game of Basketball Forever
Client
STARRY® (PEPSICO)
Year
2023
Campaign Elements
Longform Original Content
Shortform Branded Content
Collectible Digi-Posters
Social Takeovers
PR/Media
Superpowers
Creative Direction
Direction
Animation/Illustration
Art Direction
Copywriting
Set Design
Editing
Sound Design
Talent Scouting
Wardrobing
3>2: A STARRY® Swish - Starry Redefined Hoops Culture With A Refreshingly Irreverent Twist On History
In its early days, basketball was a completely different sport than the one we watch (and love) today. But the game didn’t go from layups to flashy stepback threes by chance.
This film tells the totally true story of how the NBA brought in Lem & Lime, basketball innovation experts willing to try anything to make the world’s greatest game even more exciting.
In the fiercely competitive arena of Hoops Culture and professional basketball, Ten35 created a campaign that defied convention and made NBA fans everywhere question everything they thought they knew about their favorite game. This is the tale of “3>2: A STARRY® Story,” a campaign that not only met its lofty goals but soared right past them, captivating basketball fans and welcoming new ones into the fold.
The "3>2" campaign exceeded all objectives in terms of reach, engagement, and sentiment.
Exceeded Impressions Goal
Within 24 hours of launching, the campaign had secured 53 earned placements, resulting in a total of 1.95 billion potential earned impressions, exceeding our initial goal of 1 billion impressions by 137.7%.
Favorable Opinion Growth
The campaign significantly improved Starry’s favorable opinion among consumers by nearly +3 points. This success was particularly notable as previous tests had shown resistance among competitor soft drink loyalists. Additionally, after watching our 3:33s longform spot, 80% of Carbonated Soft Drink (CSD) Drinkers/NBA Fans said they shared or would share the spot with their friends, 74% of whom were Gen Z. Many viewers shared that our spot was the first they had ever watched all the way through.
Finals Game Integration
By strategically featuring Lem and Lime’s discovery of the underdog Playoffs dark house-turned-Finals champion, Jamal Murray, we sparked unexpected conspiracy theories and lighthearted banter across social media platforms (was this coincidental? Or was this planned?). This integration added depth to our storytelling and further engaged the audience.
Garnered Record-Shattering Viewership
The campaign’s main video link received over 8.3 million views with over 290k hours of watch time, surpassing the combined views of all previous Starry production videos. This remarkable viewership reflected the campaign’s immense popularity, timeliness, relevance, and reach. 74% of our initial views came from our unique creative Instagram Reels!
1.95B+ Impressions
Finals Game Integration
Favorable Opinion
8.5M+ Views
I partnered with ESPN to craft a Video Billboard that aired during the 2023 NBA Finals driving the Nation to our STARRY® Film. And it worked!
Social Assets
Starry launched where Gen Z lives, online, across social media and on media partner platforms with fun, "authentic," engaging posts that got fans excited for the feature film. From digi-posters with personal messages inviting fans to tune in to game-style trivia and even a viral half-court shot contest, we earned nearly 10MM views and 95Billion impressions with organic media too good not to double-tap.
Social Digi-Posters
We captured stills and short motion clips to design engaging, exciting animated and static collectible movie posters featuring each of our cast members. Each featured in a hero version as well as an ensemble poster. Stars shared posters on their personal social media platforms driving viewers to our film during the launch.
3-Second Rule
In 3 seconds, name 2….not so easy is it. We challenged our bigs to a game of quick wit where they had to rapid fire 3 answers to our seemingly simple questions in, you guessed it, 3 seconds. It got hilarious pretty quickly. How do you think you’d do in the hot seat?
Pass the Rock
Designed to encourage endless stitching capabilities on TikTok, Pass the Rock starts an infinity loop of basketball passes where players and fans of the game can join their favorite players and demonstrate their own personal flair, virtually.
Starry Promo Shoutouts
We captured candid, hilarious, unscripted moments with the crew inviting fans to tune in to the debut of the feature film, “3>2: A STARRY® Story.” Try not to laugh as Zion crashes KAT’s promo session.
Starry Cast Promo Pics
We captured fun, candid moments with the STARRY cast enjoying STARRY between takes. They didn’t hold back and even infiltrated each other’s sessions for an absurdly fun shoot. It was a refreshing break from a busy day.
Camp Chronicles
We maximized ever aspect of our shoot by arming our camp kids with Google Pixels and letting them capture moments throughout the day. We posted snippets, outtakes, and pics of the kids with their “Camp Coaches” teasing the lifestyle aspect of the film in a believable and authentic way.
Global Drum Award Finalist - Social Media: Social Film, 2023
Superheroes & Supersheroes
Creative Director: Wisdom Sewell
Executive Producer: Octavia Pride
Producer: Kenyatta Coleman
Copywriter: Jay Zschunke
ACD Design Director: Samyuktha Baliga
ACD Art Director: Carlton Adams
Account Executive: Melvin Davis III
Directors: Daniel Garcia; Wisdom Sewell
Production: Tiny Giant
Post Production/VFX: Versus
Music/Sound: The Music Playground; The Diner Music
3>2: A Starry Story
My creative direction and storytelling skills helped tell the “totally true” story of “3>2: A Story Story,” the short film that exceeded expectations with animated posters, engaging social media takeovers, and a narrative of how Lem and Lime reshaped NBA and hoops culture with simple math.
