Project Overview

When MetroPCS teamed up with NBA All-Rookie First Team star Jayson Tatum, the goal wasn’t just to create another athlete endorsement — it was to craft a relatable, mobile-first story that brought the brand to life. In partnership with Whistle Sports, we developed Rookie Moves Figured Out with Jayson Tatum, a three-part social campaign designed to resonate with basketball fans on the platforms they already live on: pre-roll video and mobile content.

Tapping into Tatum’s rising stardom and the universal experience of learning the ropes, we created a lighthearted series where he uses MetroPCS to navigate everyday rookie mistakes — from staying in sync with his coach to connecting with fans online. In each episode, MetroPCS played the role of quiet hero: reliable, fast, and always on.

Our Approach

With mobile at the center of both the story and the strategy, we built a campaign tailored to how audiences actually consume content — quick, authentic, and on-the-go. Each video lived on high-traffic digital platforms where sports fans scroll, watch, and share, making it feel native to the space rather than interruptive.

Visually, we kept things simple and crisp, letting Tatum’s personality shine. The tone was light, the messaging subtle, and the MetroPCS integration seamless — showing the product’s utility without ever feeling forced.

Smart, Fast, Everywhere: A Mobile-First Playbook

Rookie Moves Figured Out wasn’t just built for mobile — it was built for culture. From YouTube pre-rolls to social stories, we delivered content in the formats fans actually engage with, and kept the energy rooted in real basketball culture. Tatum’s approachable, grounded presence made the campaign feel authentic, while the creative leaned into the spirit of progress, connection, and hustle.

Each episode offered fans a glimpse behind the scenes of a rising NBA star — and gave MetroPCS a culturally credible role in his journey. More than just product placement, the brand became part of the solution, helping Tatum stay sharp, stay connected, and stay close to his fans.

In the end, MetroPCS didn’t just support an athlete — it helped tell a story fans could see themselves in: the grind, the growth, and the glow-up.