Behind the Scenes: How I Helped Launch Jump Shot, the Steph Curry Executive Produced Documentary
When I joined the marketing campaign for Jump Shot: The Kenny Sailors Story, I immediately knew this project was different. The film highlights the life of Kenny Sailors, the basketball pioneer credited with inventing the modern jump shot. It featured interviews with basketball legends and was Executive Produced by Stephen Curry.
As Director of Marketing at Utopia Distribution, I led the digital release strategy and campaign execution. Our team faced a unique challenge: we had to launch the film at the exact moment the COVID-19 pandemic shut down theaters around the country. With traditional plans no longer possible, we had to quickly pivot and build a direct-to-audience strategy that could still deliver results.
Pivoting to a Direct Digital Launch
We decided to shift to a TVOD (transactional video-on-demand) model and launch our own custom platform. This approach gave us more control over branding, the purchase flow, and audience data. It also allowed the filmmakers to retain a larger share of the revenue compared to traditional platforms.
I helped oversee the platform rollout, coordinated with development teams, and designed the paid media funnel to drive traffic and conversions directly to our digital storefront.
Audience Targeting and Paid Media Strategy
We launched multi-platform campaigns across YouTube, Instagram, and Facebook, starting with segmented audience research. I built custom targeting profiles based on:
NBA and college basketball fans
Documentary viewers
Motivational and faith-based interest groups
Steph Curry’s fanbase and related brand engagement
From there, I created ad sets tailored to each group. Each variation included custom creative, cutdowns from the trailer, quotes from Curry and other athletes, and platform-specific messaging.
Retargeting and Conversion Funnels
We installed tracking pixels across the landing pages, trailers, and ad destinations. I used this data to build retargeting funnels that re-engaged high-intent viewers who had shown interest but hadn’t purchased.
These funnels included follow-up ads, testimonial content, and reminders leading up to the film’s opening weekend. The warm audience approach helped us increase conversions and lower cost per acquisition.
Collaborating with Steph Curry’s Team
Steph Curry’s involvement gave the film built-in credibility, but we still had to deliver the right message. I worked with his team to align our tone and visuals across all digital channels.
We developed Instagram Stories, carousel ads, and short clips that featured Steph’s quotes and moments from the film. His voice gave the campaign a personal connection that resonated with both basketball fans and general audiences.
The Results
Despite launching in the middle of a global shutdown, Jump Shot grossed $50,000 in its opening weekend. The custom TVOD platform allowed us to drive revenue efficiently while giving the filmmakers a more favorable revenue split.
Beyond the numbers, we were able to help tell an untold story in a way that was accessible, strategic, and audience-driven.
What I Learned from This Campaign
Own the funnel when you can. A custom digital release gave us flexibility, control, and better margins
Segmentation matters. Each audience group needed its own creative and messaging
Retargeting builds momentum. Warm audiences converted at a much higher rate
Collaboration is everything. Working with Steph Curry’s team elevated the entire campaign
Documentaries can perform if the targeting and storytelling are aligned
If you are an independent filmmaker, distributor, or producer planning a digital release, I would love to help you build a high-converting, audience-first strategy.
