Chase Center - Never Stop Chasing

When the Warriors ownership decided to move the team from their long-time home in Oakland to a new arena in San Francisco, fans felt conflicted. Were the Warriors selling out? Was San Francisco co-opting Oakland culture? Would this be a logistical nightmare for the city? As an undefined symbol, we needed to take control of the conversation with a unique narrative around Chase Center so people could feel good about it and visit.

To get locals over their skepticism, we needed to find a shared mindset between the Bay Area, the Warriors, and Chase Center.

The Bay is fueled by the need to keep pushing on, and it’s always growing, progressing, and forward-looking. No one comes here to rest on their laurels.

When we looked at the Warriors, running in place wasn’t an option either. They’re constantly challenging the status quo and experimenting. They were among the first in the league to install cameras that track when players touch or shoot the ball during a game and the team is constantly trying out new technology -- including "smart" sleep masks -- for potential use. Steph Curry, arguably one of the greatest players in the league, said “I haven’t reached my ceiling yet on how well I can shoot the basketball”.

Like the local and Warrior mindset, Chase Center was focused on continuous improvement, with a new BART station, a 5,000 seat theater, and an ever-evolving list of vendors and activities happening in their entertainment district known as Thrive City.

Our Never Stop Chasing campaign celebrated that unifying mindset and helped define Chase Center as a landmark everyone could stand behind.