2019 Shortlist

Lou Williams: Live from the Underground

Entrant Company: LA Clippers

  • Best Athlete Storytelling
Lou Williams: Live from the Underground

How does entry represent “Excellence in Engagement”?

We wanted to tell a story true to Lou Williams — a player who is lowkey/understated with the media and relatively unknown to casual fans, but widely respected across the league by players and die hards.

We understood that there is an appetite for longer form content (both an overall trend and a trend among our fans). This one clocked in at 17+ minutes, so we got to go a lot deeper than fans have come to expect from team social accounts.

This 17-minute feature was produced entirely in-house. Our production team conducted 30 interviews and editing the piece in just three weeks. We hope this pushes other teams across the league to take the next step in their storytelling. Also proud of how we distributed the feature. We leveraged our owned channels, media partners, and athletes to get it out there. We even fully subtitled the feature in Chinese for the LA Clippers Weibo account.


  • Charlie Widdoes ‐ LA Clippers
  • Andre Robinson ‐ LA Clippers
  • Tommy Zweibel ‐ LA Clippers