The Golden State Warriors launched the social justice platform, Beyond28, a commitment to honor black culture beyond the 28 days of February. With Black History Month winding down, we sought to remind our players that we see them and their contributions to not just the game of basketball, but our entire identity as an organization. On February 26, the Warriors last home game of Black History Month, we surprised the players, coaches, and staff with a short film just prior to tip-off.
In the film, every screen visible in the Chase Center bowl featured highlights from throughout Warriors history. We then placed that film on the main boards, and timed all other arena screens and lighting cues to the moments in the film, creating a dramatic, rippling blackout effect across the arena. The players, who normally tune out in-arena content, watched transfixed, and then stormed out the gates to a 40-point first quarter – a 41.8% increase in scoring on the season average, and then used their post-game press conference to describe what the film meant to them.
BRAND
Golden State Warriors
ROLE
Creative Director
Film Director
BRAND TEAM
SVP, Marketing:
Jen Millet
VP, Marketing:
Amanda Chin
Creative Director:
AJ Rivvers
Senior Director, Marketing & Operations:
Kim Trinidad
Marketing Manager:
Kendra Miller
Director, Social Media:
Karen Ramming
Marketing Coordinator:
Leah Johnson
Director, Corporate Communications:
Kimberly Veale
STUDIO TEAM
Director:
AJ Rivvers
Director of Production:
Blake Wilberding
Senior Editor:
Kyle Standiford
Associate Producer:
Chris Snellings
Copywriter:
Ed Ntiri
Coordinating Producer:
Kassidy Iwashita
Motion Graphics Designer:
Alecka Edwards
Design Director:
Jason Lim
Director of Chase Center Productions:
Chris Williams
Director of Photography:
Kevin Delee
Camera Operator:
Ryan McGinley
Design Manager:
Jason Lindeman
Senior Production Assistant:
Amanda Ray
OPERATIONS TEAM
Director, Operations:
David Marsh
Director, Audio Visual & Broadcast Operations:
Zachary Caplan
Director, Scoreboard Operations:
Scott Heitman
Manager, Scoreboard Operations:
Josh Swain
Manager, AV Systems and Broadcast Operations:
Terrence Lake
Manager, Event Services:
Jason Mark
GOLDEN STATE WARRIORS
