The Warriors have some of the most passionate fans in the NBA. Now, the Warriors are a contender, and the fans deserve a lot of credit for their success.

Rather than just shooting spots that say as much, we made the entire process of creating commercials fan based. We created an open casting call for fans, turned it into an event at team headquarters, and relied on local news coverage and social media to get the word out. Finally, we put the actual fans in the spots and recognized them at games.