“In 49 states it’s just basketball, but this is Indiana.”
This quote is deeply ingrained in Indiana’s basketball culture and served as the creative foundation of our 2025 Playoff campaign.
We aimed to capture the magic of the Pacers’ playoff run through a culturally resonant social experience that engaged existing fans and attracted new ones.
From the start, our strategy was to treat every game as a moment, not just a result. Rather than focusing solely on final scores or traditional highlights, we centered storytelling on what made this run special—dramatic finishes, late-game heroics, raw emotion, and a fan base that believed from the start—bringing each moment to life through multiple creative approaches. Every defining moment was elevated in real time, allowing fans to experience the highs and lows together as the run unfolded.
As the playoffs progressed, our storytelling evolved. During the NBA Finals, manifesto-style posts became nightly rallying cries, reinforcing the message that this team wasn’t an underdog—it was simply overlooked. Iconic plays were highlighted through alternate angles, stop motion, and creative formats, while custom illustrations and photo manipulations playfully referenced defeated opponents.
Community participation was central to execution. Fan reactions and organic moments were consistently elevated, strengthening the connection between the team and its supporters. One standout moment involved a New York firefighter who went viral for wearing a Pacers jersey in public. We invited him to Indianapolis for a VIP Eastern Conference Finals experience, documenting his journey to showcase “Hoosier Hospitality” and the impact of real-time social listening.
Historic parallels added depth and resonance. This was just the second Finals appearance in franchise history, mirroring the 2000 run, including defeating the same opponent in the same number of games in the Eastern Conference Finals. We creatively activated these connections through graphics and video blending archival footage with current highlights, linking generations of fans through shared moments.
A viral song partnership amplified the campaign. Rob49’s “WTHELLY,” which organically referenced Tyrese Haliburton, became woven into our playoff narrative and included appearances at games and content collaborations.
From 16 teams down to two, every piece of creative was intentional—designed to deepen fan connection, expand the Pacers’ audience, and capture the magic of a playoff run that felt bigger than the game itself.
Execution Highlights
Road to the NBA Finals Playoff Campaign Data
(April 14, 2025 through June 23, 2025)
