The basketball extension of the NFL campaign, built again with Preacher and featuring Allen Iverson, Candace Parker, Druski and Sam Richardson. Same platform, different cultural territory — and honestly a little closer to home for PrizePicks.
Iverson was my idea. Everyone defaults to the Practice press conference when they think about AI. We needed something new. I pulled from the moment Shaq picked up a shoe and called him during the All-Star Game — that kind of unexpected, culturally specific detail is what separates a real reference from a lazy one. That became the shoe phone spot.
In hindsight Iverson and Druski together would have been the move. But the work is still solid and the cultural ties to the talent feel more natural than the NFL campaign.
This was also the first time we introduced our sonic branding, developed in partnership with Antfood. It lives at the end of every spot — signed off in silence while everything else around it goes quiet. Most brands bury their sonic identity under a promo offer. We let it breathe.