NOT FROM HERE
[AGENCY]
Nowadays Creative
[CLIENT]
PUMA Hoops
[SERVICES]
Social Strategy
Platform Strategy
[YEAR]
2020
[THE tASK]
HOW DO WE ANNOUNCE PUMA HOOPS’ NEW AMBASSADOR, LAMELO BALL, IN A WAY THAT BRINGs HIS ALIEN-LIKE abilities to life?
[context]
LaMelo Ball was the most anticipated rookie of the 2020-2021 NBA class—and PUMA signed him. Our job was to introduce him to the world as a PUMA athlete.
LaMelo is an athlete of unique talents, a result of his unusual journey to the league via Lithuania and Australia. It was along this journey that he honed his distinctive game, focusing on his improvisation and passing abilities.
He grew an additional nine inches during this time, and coined the phrase “Not From Here.”
[STRATEGY]
My starting point: Take “Not From Here” literally.
With Instagram Reels just launching, I wanted the creative team to fully embrace the behaviors of the platform, not just as a media placement but to elevate Melo’s story.
The execution needed to exaggerate his otherworldly talents, and make people wonder if he was even from this planet.
I challenged the creative team to stay true to three rules, and the result was out of this world.
01 HIGHJACK A BEHAVIOR
Use “editing magic” popular to the format to show his superhuman abilities.
02 KEEP IT REEL (PUN INTENDED)
Stay true to the lo-fi nature of the format despite a multi-million dollar deal.
01 GET PEOPLE TALKING
Get people asking “WHAT DID I JUST WATCH?” to create buzz and debates.
First we pushed content that leFT audiences questioning—was that real?
THEN WE showcased literal superhuman abilities TO DRIVE THE NARRATIVE AND HAVE MORE FUN:
[why it worked]
The ‘Not From Here’ series was raw, lo-fi, and scrappy—despite a multi-million dollar ambassador deal. That’s what made it work.
We leaned into Instagram Reels’ new format—10 seconds, no dialogue, simple but effective—putting a unique spin on the ‘editing magic’ trend with a basketball twist.
The seamless transitions sparked debate, with fans debating if Melo’s moves were real. The buzz took off, earning reposts from Highsnobiety, NBC Sports, Sports Illustrated, The Score, and more.
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SHORTY AWARD - WINNER IN IG REELS
[SUPPORTING TEAM]
Stefan Knecht (Creative Director)
Kristen Selasky (Account Director)
David Kramer (Designer)
Alex Junquera (Designer)
Ali Lee (Designer)
Eric Collins (Partner)