From Daytona Beach to Brooklyn
The 7th Annual Awards
- Best Athlete Storytelling
ABOUT THIS ENTRY
“From Daytona Beach to Brooklyn” is the Brooklyn Nets boundary pushing-documentary on NBA and Nets legend Vince Carter. This 90-minute documentary film, part of the Nets’ “From ___ to Brooklyn” series, is produced by the Nets’ in-house content team and tells the story of Carter’s life and basketball journey with a focus on his time with the Nets. It features in-depth interviews with Carter, his former teammates, coaches, family members and more. The film was conceived as both a gift to Vince Carter & his family and a way to more closely connect our fans to Vince’s incredible life/career journey. The documentary became a focal part of Carter’s Nets jersey retirement festivities and was the centerpiece of an integrated campaign designed to celebrate one of the best ever while also connecting Nets and basketball fans to franchise - past and present.
How does this represent "Excellence in Engagement"?
“From Daytona Beach to Brooklyn” sets a new benchmark in fan engagement by blending personal storytelling, exclusive content, and modern digital strategies to create a highly emotional and interactive experience. By capturing intimate moments and incorporating his family’s perspective, the project humanizes Carter’s legacy and deepens fan connection. It pushes the boundaries of traditional sports content by combining documentary filmmaking with a social-first content approach, offering fans a behind-the-scenes look into the athlete’s journey, not just on the court, but off it as well.
The documentary’s narrative approach, especially the focus on Vince’s entire career, provides a holistic view of his impact. This nuanced portrayal encourages fans to engage in a broader conversation about the athlete’s full legacy, rather than focusing on one singular moment.
In terms of the project’s rollout, the team’s integrated approach engaged fans from all angles – digitally and in-person. In-person activations and the Brooklyn premiere catered to fans in New York, while a digital rollout met fans online.
By embracing this level of storytelling, this work inspires the industry to prioritize deeper, more meaningful connections with fans, driving future content strategies that emphasize authenticity, emotional resonance, and inclusivity.
Objective
“From Daytona Beach to Brooklyn” offered a unique opportunity for the Nets to honor one of the best with a timeless gift, build their legacy and brand affinity, re-engage with dormant New Jersey Nets fans, strengthen the team’s relationship with Alumni, and further establish the Nets as a world-class organization that honors its legends.
To accomplish these goals, the Nets crafted a product that resonated emotionally with fans, while creating a holistic fan experience.
Three challenges we were solving for included:
* First was to reinforce Vince’s legacy with the Nets - in the same year that he was inducted into the Basketball Hall of Fame and the Raptors would also retire Vince’s jersey.
* Second was to reconnect with fans that had been slow to follow the team to their new home in Brooklyn and knew Vince as a New Jersey Net.
* Third was to create a world-class documentary on a short timeline (9 months), tight budget and using only the team’s in-house content and creative team.
We knew that authenticity was the key to the success of this project and committed to authentically representing Vince, his life and career.
Strategy & Execution
The “From ___ to Brooklyn” series was designed with the understanding that fans want to get to know players beyond the court. The Vince Carter project kicked off by sending a crew to Florida to capture Carter’s reaction to learning his jersey would be retired with no knowledge that a documentary was in the works. The involvement of Carter’s family, particularly his mother, as well as past teammates, ensured the project felt deeply personal. In total, the team conducted over 28 extended interviews and combed through 120+ of hours of archival footage. We blended personal reflections, social media engagement, and behind-the-scenes footage to weave together a story that embraced the complexities of Vince’s journey and his basketball impact. It highlighted his broader journey in a way that gave fans an intimate glimpse into who Vince is - on and off the court.
The film debuted with a red carpet premiere event at The Brooklyn Paramount theater. Surrounded by family members, fans, and former/current Nets players, Vince watched the documentary for the first time and completed the night with a live discussion with the audience. The film was also released digitally to ensure access to fans and promote sharing across platforms.
Organizations
- The Brooklyn Nets
Featured
- Vince Carter
Credits
Charlie Widdoes
Vice President, Content
BSE Global
Steven Goldberg
Senior Manager of Content Operations
The Brooklyn Nets
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
