ESPN and series sponsor State Farm partnered on a clever campaign that integrated tailored creative with key moments of the ESPN+ original docuseries Full Court Press. Much like the series, the campaign aimed to create a platform for these extraordinary athletes’ voices, telling a universal, human story. By focusing on each athlete’s struggles and triumphs, the documentary series highlights the inner resilience that drives her success, and the spots we created for the series match those emotional and dramatic story beats.
The campaign features hoop stars Caitlin Clark, Kamilla Cardoso, and Kiki Rice, who each tell their empowering stories that tap into their "Inner Ballers"—the young girls who fell in love with the game. The heartfelt, strategic campaign was crafted to feel like an extension of the documentary, allowing viewers to see a more vulnerable side of these elite athletes.
The campaign spotlights the three exceptional women athletes and invites the audience into their hearts and minds as they prepare for competition. Shot to feel like an extension of the docu-series, the three films were created from the perspective of the younger version of themselves that still exists within each athlete as a source of strength when facing the intense pressure that comes with shattering barriers and breaking records.
The sports were centered on the challenges each athlete faced, using those challenges as the foundation of their strength, and calling that strength back throughout their lives from a young age. The work, as with the series, creates a much-needed platform for these extraordinary athletes and tells a human and universal story meant to empower and inspire the next generation of women athletes, and quite frankly anyone who needs to find the inner strength to persevere. The campaign spotlights the three exceptional women athletes and invites the audience into their hearts and minds as they prepare for competition. Shot to feel like an extension of the docu-series, we told the stories of these brave athletes from the perspective of the younger version of themselves that still exists within each athlete as a source of strength when facing the intense pressure that comes with shattering barriers and breaking records.
We knew featuring the highly talented up-and-comers would resonate with audiences plugged into sports this year, and they agreed; coverage for the campaign yielded 419.83M media impressions throughout the campaign, spread evenly across press for Caitlin, Kamilla, and Kiki. After the success of its inaugural season, Full Court Press was picked up for season 2, which is currently being filmed.
