NBA mascots were all foam suits and tired clichés. So we created Mavrello Ballovic. The first NBA mascot truly born on social, created from Mavs online folklore and fans imaginations, with a backstory they could immerse themselves in. We won hearts and minds by flexing our elite basketball knowledge with socially native humour and weirdness, as fans interacted with him on TikTok, X and Instagram, and through an episodic content series we wrote on YouTube.