After researching how the Academy voting members and their very insular Animated and Short Films Branch have made selections in the past, we studied how previous animated shorts had approached unique challenges during their awards campaigns so we could apply relevant insights to “Dear Basketball.”

Ultimately, we determined that even though we had bankable talent to promote the film, it would make more sense to present “Dear Basketball” as a passion project rather than a star vehicle. And we would follow up that idea by using the power of publicity to carry the inspirational movie’s message through each channel with the creative application of support from key stakeholders, such as leading directors, animators, and executives. Every PR moment would have to live as part of a cohesive marketing whole: amplifying marketing strategy in some areas and providing the foundation for other efforts.

The campaign launched with key trade articles in Summer 2017. From there, we hit animation publications to develop credibility, but pulled back from consumer outlets that could cause overexposure. We focused on the authentic partnership between Keane and Bryant and their passionate piece of independent film.

Our trust in key, early outlets established the credibility we needed to carry through a roadshow at every animation studio and major American festival during Fall 2017. While we hit animation hard with PR and events, we maintained a low public profile. The campaign spiked around the consumer-facing launch of “Dear Basketball” in December 2018 after it was shortlisted, and then carefully lay quiet until nominations emerged in January of 2018. This allowed us to stay modest and avoid any backlash from oversaturation. After earning the Oscar nomination, we continued a selective press strategy, ensuring just the right amount of consumer and industry coverage.

Before Bryant was an NBA superstar, he was a kid with a big dream. “Dear Basketball” is the story of his journey.

In Tier 3, the “Dear Basketball” Academy PR Campaign achieved the ultimate success metric: We reached our goal of securing the 2018 Oscar for Best Animated Short Film in a crowded field that demanded a smart, strategic PR campaign.

In Tier 2, we established an authentic reputation for sports superstar Kobe Bryant as a credible filmmaker during his first foray into entertainment among those not likely to be receptive: lifelong filmmakers and creators who are Academy members.

In Tier 1, “Dear Basketball” hit its strategic targets in every phase: It wasn’t about hitting all the press—just the right press at the perfect time. We secured opening, thought-leadership pieces touting our credentials in industry trades The Hollywood Reporter, The Wrap, and Variety and brought the sports press to help mid-campaign with positive Sports Illustrated and ESPN features. We secured credibility in the animation world with Q&As and features in each trade outlet and event, including Animation World Magazine’s festival award for Best Short Film and Special Jury Award for Quality. “Dear Basketball” also secured Q&As and events at every major animation studio, even those with competitors DreamWorks, Disney, Universal, Blue Sky, Pixar and Paramount.

Finally, we obtained just the right amount of entertainment and consumer coverage to translate “Dear Basketball” for everyday fans as well as voters from ABC, The New York Times, USA Today, and People magazine.