Preparing for a possible third championship moment for Steph Curry, Under Armour wanted to celebrate all the ways Steph has rewired the game of basketball.


We worked with UA and our friends at RED Interactive to reimagine Steph’s journey as that of an operating system underlying the new game of basketball. When we thought about the most immersive way to bring fans into Steph’s OS, a VR experience made all the sense in the world.

Two artists, 150 colors, 300 hours, and thousands of brushstrokes later, fans across social media were pulled into a VR Arena. The experience was completed with hand-crafted digital portraits of the legend himself coming to life with music and animation.

It was important to UA that we made the experience accessible to all of Steph’s fans. We did this by creating:

  • 360° videos of the experience for YouTube and Facebook that fans could experience on social.

  • Short-form content for social posts and stories.

  • Mixed reality video to show the experience coming to life.

  • A VR viewing pop up for Steph’s biggest fans in Oakland along the Warrior’s championship parade route.


Not only did we give fans a chance to celebrate Steph’s victory in VR, but we were also able to recreate exclusive Under Armour Curry5 color-ways in the experience that could be purchased during the championship parade.

This activation resulted in over 3.55 million impressions and 2.2 million video views. But most importantly, it made us feel like a million bucks.

Special thanks to Tilt Brush artists Danny Bittman and George Peaslee, and our partners at RED Interactive for helping us make this happen.