--- title: Chicago Bulls 2024-25 Schedule Release | 7th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/yjQegKwg-NaYAkp7wRK-file.jpg --- Chicago Bulls 2024-25 Schedule Release | 7th Hashtag Sports Awards [The 7th Annual Awards](https://www.hashtagsports.com/awards/shortlist-2025?hsLang=en) # Chicago Bulls 2024-25 Schedule Release [Chicago Bulls](https://www.nba.com/bulls/) Share [** ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fchicago-bulls-2024-25-schedule-release) [** ](https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fchicago-bulls-2024-25-schedule-release&text=Chicago+Bulls+2024-25+Schedule+Release+%7C+7th+Hashtag+Sports+Awards) [** ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.hashtagsports.com%2Fawards%2Fshortlist-2025%2Fchicago-bulls-2024-25-schedule-release) ABOUT THIS ENTRY For the 2024-25 NBA Schedule Release, the Chicago Bulls worked with AT&T and a paper animation artist to produce a creative and artistic 48-second video that utilized a unique, multidirectional paper-flipping style to preview the season. With the league’s schedule release being one of the most anticipated days on the calendar, this was a crucial moment for the Bulls and AT&T to engage with fans and generate excitement for the upcoming season. Through our unique paper animation-style schedule release video, we were able to successfully generate excitement and stand out among the other NBA teams.  The campaign garnered over 1.4 million impressions and more than 700,000 video views across social media platforms. On Instagram, the schedule release video received the highest number of video views across all partnered content so far this season. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-AF-2025/yjQegKwg-NaYAkp7wRK-file.jpg?width=1920&height=1080&name=yjQegKwg-NaYAkp7wRK-file.jpg) How does this represent "Excellence in Engagement"? With Schedule Release Day being a focal point for many sports teams, there have been occasions where teams have adopted similar approaches in announcing their schedule to fans. We wanted our schedule release video to: * Be rewatchable: Captivating our audience in a way that leaves them wanting to watch it again and again. * Be unique: Allowing our content to stand out against the rest of the teams both through our visual treatment and execution. * Contain Easter Eggs: Creating hidden moments in our content that would allow us to garner favorable reactions and comments with our fans. We stood out in leveraging the paper animation art form, which had not yet been featured in a sports schedule release setting. The video represented the intersection of art, basketball and storytelling that resonated strongly with our global fanbase. Objective For NBA fans, Schedule Release Day is one of the most anticipated days in the calendar, as it signals the arrival of their favorite team’s season. Whether they attend games in-person or tune in from around the world, on this day fans start planning how they will connect with the Chicago Bulls throughout the season. With the support of AT&T since the 2021-22 season, the Bulls have created a schedule release that aims to both push creative boundaries and deepen our fan connection. Previous schedule releases won awards and earned rave reviews across social media, which in turn, fueled fan momentum into the season.  For our 2024-25 schedule release, we wanted to create a video that would, once again, resonate strongly with our global fanbase but also continue to showcase our ingenuity across the larger social media landscape. Our key objectives included: 1. Push our creative boundaries to engage with fans locally and globally 2. Develop content and a story that will break through in a crowded landscape: 3. Spotlight and introduce players and key Bulls brand elements 4. Authentically incorporate AT&T branding and messaging 5. Highlight our schedule with key NBA opponents and cities Strategy & Execution It is crucial that we create schedule release content that connects with all our fans and sets the stage for season-long engagement. We worked with Singaporean artist Serene Teh, who specializes in a unique paper animation style where she illustrates individual images on paper and then hand-flips the paper in multiple directions and styles to tell a story. We created a storyline that followed our schedule for the season, where current Bulls players joined our mascot, Benny The Bull, to defeat notable NBA foes in iconic cities across the country, culminating in a victory back in Chicago. Throughout the video, we naturally integrated AT&T - from billboards to arena LEDs. With AT&T also presenting the Slam Dunk Contest at the 2025 NBA All-Star Weekend, we also intentionally incorporated multiple dunks to tie into their broader sponsorship. To build fan excitement and anticipation, we posted a series of graphics and schedule assets in similar hand-illustrated form, teasing the video before its release and giving fans a complete artistic experience on schedule release day. ** Nominations ** - Best Short-Form Video **Organizations** - Chicago Bulls - AT&T **Links** - [  Website ](https://www.bulls.com) **Credits** **[ Luka Dukich](https://www.linkedin.com/in/luka-dukich-638a191a/) ** Vice President, Content Chicago Bulls **[ Joe Pinch](https://www.linkedin.com/in/joepinchin/) ** Director, Content Chicago Bulls **[ Nikko Tan](https://www.linkedin.com/in/thenikkotan/) ** Senior Manager,Content Chicago Bulls **[ Serena Yeh](https://www.linkedin.com/in/serena-yeh-01b696103/) ** Senior Manager, Digital Partnerships Chicago Bulls **[ Ivan Hudson](https://www.linkedin.com/in/ivan-hudson/) ** Senior Coordinator, Digital Partnerships Chicago Bulls **[ Danielle Finnerty](https://www.linkedin.com/in/danielle-finnerty-8877804b/) ** Senior Manager, Partnership Marketing Chicago Bulls **[ Spencer Neville](https://www.linkedin.com/in/spencer-neville/) ** Senior Account Executive, Partnership Marketing Chicago Bulls **[ Cait Hicks](https://www.linkedin.com/in/cait-hicks-3a3629176/) ** Editor, BullsTV Chicago Bulls **[ Caroline Mattingly](https://www.linkedin.com/in/carolinemattingly/) ** Director, Brand Communications Chicago Bulls **[ Jon Shoemaker](https://www.linkedin.com/in/jon-shoemaker-8906b73/) ** Executive Director, Creative Services Chicago Bulls **[ Jimmy Michell](https://www.linkedin.com/in/jimmy-mitchell-988a31bb/) ** Manager, Content Design Chicago Bulls **[ Andrew Herrington-Gilmore](https://www.linkedin.com/in/andrew-s-herrington-gilmore-a1065027/) ** Associate General Counsel Chicago Bulls **[ Sarah Smith](https://www.linkedin.com/in/sarah-smith-4a519872/) ** Executive Director, Marketing Chicago Bulls **[ Alex Compton](https://www.linkedin.com/in/comptonalex/) ** Manager, Integrated Marketing Chicago Bulls **[ Serene Teh](https://www.instagram.com/saggyarmpit/?hl=en) ** Artist **[ Cody Kuecker](https://www.linkedin.com/in/codykuecker/) ** Lead Manager, Sponsorships + Experiential Marketing AT&T **[ Quinn Hartmann](https://www.linkedin.com/in/quinnhartmann/) ** Manager of Brands Wasserman #### INSPIRED TO ENTER WORK? 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