When Under Armour asked us to launch the new signature Curry during the playoffs, we decided that we needed to cut through the noise of brands hopping on the Steph bandwagon.

We created a series of three-second micro ads, tweeted out in real-time every single time Steph hit a three, for the entirety of the playoffs.

After two and a half months, we had released 91 of them.

An overview of the campaign is below.

Here's a reel of my personal favorite three-second ads. All ads were directed by Jim Jenkins.