Overview
Curry Brand partnered with us on That Super Feeling, a campaign starring Stephen Curry and Quincy Olivari to launch the Curry Series 7. The brand arrived with a clear creative vision, and together we refined and expanded it.
Creative Development
With the shoot scheduled just two weeks out, our first major challenge was locking a location while simultaneously fine-tuning the creative. The concept called for three distinct worlds: a futuristic basketball court with a clean, minimal aesthetic; a round, rotating basketball platform with a large seamless backdrop; and a large plexiglass floor with a large seamless white backdrop.
Finding a modern, futuristic court on such short notice—especially during peak summer camp season—proved difficult. Building a custom white basketball environment inside a warehouse was also ruled out due to budget and time constraints. After collaborative discussions with the creative team, we secured a location with two full-size courts, giving us the flexibility to build all three environments within a single space.
While the court itself was more traditional than initially envisioned, we elevated it by covering walls with white paper to remove visual noise and create a more refined, modern look. High ceilings and exposed crossbeams added visual interest, particularly for low-angle dribble shots. With this shift, the emphasis moved even more toward camera movement, framing, and lighting to achieve the desired futuristic energy.
We built a visual world that showcased the shoe’s speed, bounce, and futuristic technology, all within a tightly defined budget and timeline.
Pre-Production & Production
Once creative and location were locked, the rest of pre-production moved quickly. A pre-light day allowed us to finalize and piece together most of the sets and refine lighting and blocking across all environments. Because a league game followed our pre-light, sets had to be partially struck and reset on shoot day—adding another layer of complexity and time to our shoot day.
The shoot itself was fast-paced and highly coordinated. Our team captured motion, stills, interviews, and social-first content simultaneously to maximize efficiency during a six hour window with Quincy and a four hour window with Stephen.
The art department delivered a significant lift on a tight turnaround, constructing multiple custom builds: a 6’ wide, round, rotating basketball platform, a 12×12’ glossy black plexiglass set, and a raised transparent floor designed for dramatic under-foot shots. Each element played a critical role in shaping the visual identity of the Series 7 world. We worked closely with our production design team to source materials and ensure every build aligned with the creative vision. Safety was a top priority, and all sets were carefully engineered to support high-performance movement from our talent.
Our camera and G&E teams reinforced the clean, futuristic aesthetic with controlled lighting and a 20×20’ white seamless backdrop that unified the rotating platform and plexiglass sets. A mast lift was used not only to adjust lighting at ceiling height but also to capture elevated angles of Stephen shooting and the ball dropping through the hoop.
A large video village was built to accommodate roughly thirty agency and client partners, complete with monitors, printed and displayed storyboards, and power access.
To make the most of Stephen Curry’s limited availability, we brought in a body double for certain shots before arrival and after departure in order to maximize time and ensure we captured all needed shots. This also allowed our director to focus fully on performance and interview moments with Stephen, while Curry Brand’s social team captured detailed product content with the body double in parallel.
Security and privacy were handled with care. All windows were papered, access points secured, and a dedicated guard stationed at the single entrance to ensure a closed set throughout the day.
In addition to production, we provided wardrobe, hair and makeup, a motorhome for Steph, and full meal and crafty services. Small details—like circulating snacks on set instead of crew leaving set—helped maintain momentum and morale.
Strong leadership from our first AD kept multiple sets running smoothly while still allowing space for improvisation and authentic moments from talent.
Results
Nearly 40 crew members and 30 client partners worked in sync throughout the day, adapting to last-minute pivots and maintaining energy from first shot to wrap. The result was a collaborative, high-intensity shoot that delivered both efficiency and creativity.
The final deliverables included four hero pieces blending ARRI Alexa, 16mm film, and photography—capturing the speed, precision, and future-forward spirit of the Curry Series 7.
