Curry on Curry
A social media campaign challenges NBA superstar Stephen Curry’s knowledge of his own game using deep analysis powered by our custom-built AI agent.
Motion Design, Creative Direction, AI Agent Architecture
How do you turn complex AI analysis into a social campaign that feels less like a product demo, and more like authentic human conversation?
As Google Cloud rapidly pivoted its enterprise narrative toward the "Agentic Enterprise" and advanced AI, the brand faced a fundamental challenge of the AI space.
AI capability is incredibly abstract. Our strategic goal was to tangibly demonstrate the raw processing power of Gemini to a broad, mainstream audience without relying on dry technical jargon. The core KPI wasn't just views; it was a measurable lift in AI Leadership Perception – proving to enterprise decision-makers that Google Cloud is the undisputed leader in applied AI.
Focusing on the human connection
To connect with audiences and turn this data into a compelling narrative, we paired Steph with his former Davidson College coach, Bob McKillop. Drawing on their personal history and authentic human connection, we transformed a technical data-processing demo into an organic, emotional conversation built on their shared years of effort and growth.
The motion language connected statistics, comparisons, footage, and human reaction through a repeatable editorial rhythm.
Designing our custom agent
Our team worked closely with Google Cloud engineers, and I helped architect a custom Gemini agent to analyze every game of Stephen’s career.
We built the agent to run complex, multi-layered queries across a massive dataset covering Steph’s entire 16-year career, cross-referencing it with hours of YouTube performance footage. The custom agent surfaced hyper-niche insights like his exact 3-point percentage after 7+ dribbles compared to his brother Seth, or his turnaround time on no-look threes.
1,182
4,729
2,291
40,912
three-pointers
games played
miles run
minutes of court time
Creating space for the human story
With this new data in hand, the challenge shifted to physical execution.
We collaborated with our agency partners, directors, and Stephen Curry’s own production team to ensure the technical premise didn't overshadow the human element on set.
Because our insights were generated and validated by our custom agent beforehand, we were able to brief Coach McKillop with never-before-seen statistics that were both witty and unexpected. With this central story pillar, we created space for the personal dynamic between Steph and Coach to bloom.
Directing a shoot with high-profile talent requires absolute efficiency. Our role on set was to ensure the visual direction and the delivery of the prompts felt entirely authentic, bridging the gap between the complex data architecture running in the cloud and the authentic personal interaction happening on camera.
In-Flight Optimization
Once the campaign was live across Instagram, we closely monitored the initial engagement data.
To maximize our algorithmic reach, the team drove an in-flight creative pivot during the second phase of the campaign. We completely optimized the next batch of deliverables:
Structural Shift: Restructured carousel structure to prioritize fan engagement over product messaging.
Build Intrigue: Refined narrative arc to gradually build curiosity and drive engagement with the data authentically.
Brand Camouflage: Reduced overt corporate branding, which we identified was artificially suppressing algorithmic reach on social feeds.
Outcomes
176% increase in viewers reached
149% increase in total engagements
