The full chapters of the Uncle Drew film series drop once a year, but fans of the series are always clamoring for more content. We created a dozen different short clips of Drew and friends reacting to different scenarios that are likely to unfold over the course of the NBA season: All-Star Game, Dunk Contest, MVP selection, Playoffs and NBA Finals. We also created “evergreen” clips such as the role of mascots in basketball, the state of shoe culture and the use of instant replay.

Episodes feature Kyrie Irving, Baron Davis and JB Smoove sitting around a pizza parlor watching hoops and talking trash.

They launched on social media and drive to UncleDrew.com, the hub for all Uncle Drew content and online merchandise sales.

A visual identity consisting of iconic phrases and graphics combine to form distinct merchandise with unified look and feel that brings the characters to life.

Uncle Drew came to life on social, in print, experiential, product and in media during All-Star Weekend:

Sunday, 1 February:

- All-Star Weekend issue of SLAM magazine published, with Uncle Drew ad adjacent to Kyrie feature

- UncleDrew.com soft-launches linking to all previous Uncle Drew content

Thursday, 16 February:

- Bleacher, ESPN, and Complex break Uncle Drew episode

- Influencers and VIPs receive swag kits & invites to Uncle Drew Pop-Up experience in New Orleans during All-Star Weekend. Attendees include Dr. J, Bill Russell, Alonzo Mourning and others

Friday, 17 February

- A hosted media event at pop-up experience in New Orleans showcases limited-edition merchandise soon to be available at UncleDrew.com

- UncleDrew.com storefront launched later that evening

Saturday, 18 February:

- Online storefront sells out of merchandise by the end of the weekend

- Dunk Contest episode VIP viewing in advance of All-Star Skills Challenge hosted at pop-up

Over 1.5MM+ YouTube views and 21MM+ Facebook views, 200K+ Twitter views in just the first two weeks.