Netflix

> Title: The Hustle Challenge
> Role: Creative Development, Talent, Research

In the hoops-driven, Adam Sandler and Juancho Hernangomez starred Netflix film Hustle, fans are brought into the action — the high-flying athleticism, intense competition, and heated trash talk that goes down — of the NBA like no other film has.

En route to his final destination of the NBA, Sandler’s character — Stan Sugarman — has his client and trainee — Bo Cruz — build a buzz on social by challenging players of all kinds and sizes to score on him in a 1v1 challenge, where the winner earns cold hard cash 💰. And if you know anything about basketball culture, 1v1 battles help players earn their nicknames, respect, and are the truest proving ground to show who’s truly ‘King of the Court’.

Paying homage to the film and the widespread love for 1v1 battles (especially on social), we joined forces with Netflix to create the Hustle Challenge, where male and female House of Highlights endemic creators battled against each other on the hardwood for the opportunity to win $25,000. Incorporating our creator talent into our content and creative strategy, we devised a cohesive strategy that generated MILLIONS of views across social, authentically incorporated themes and moments from the film, and created the snackable viral moments the audience would love.