If you had decades of NCAA data, what questions would you ask?

In conjunction with Eleven Inc’s Cannes-winning TV campaign that used Google AI to make real-time predictions during March Madness (Ad Age / Creativity / LBB / TechCrunch / Forbes), I was brought on to build out the print & social media and create a short doc about the new partnership.

Print ads ran in the New York Times, Sports Illustrated, and the Wall Street Journal —

 
 

Social media flowed off the March Madness launch spots, directing followers to learn more about the AI science behind it all —

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For the documentary project, we flew to NCAA HQ in Indianapolis and Google’s Seattle office to interview athletic directors, sports nuts, and data heads from both sides of the partnership.

:15 doc teasers —

 
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The full 3min documentary —

DOC/FILM CREDITS:

Director: Gandja Monteiro

Writer/Creator/Guest Director(1 shooting day): Mike Lars White

AD/Creative Director: Tom Zukoski

Group Creative Director: Chad Leitz

Editor: Bruno Toré

Producer: Ilene Kramer

SOCIAL CREDITS:

Creative Leads (TV): Matt Klug / Tyler Koonts / Jason Rosenberg / John Friedman

Social Concept/Post Copy: Mike Lars White

AD/Creative Director: Tom Zukoski

Group Creative Director: Chad Leitz

PRINT CREDITS:

Illustrator/AD: Fabio Benedetto

Writers: Mike Lars White / Dominic Haury

Group Creative Director: Chad Leitz

Agency: Eleven Inc.