The Net + Chicago Sky

block the negativity / post up positivity

Starting in 2022, the WNBA’S Chicago Sky spearheaded a mental health initiative called The Net, to create a safe space for female athletes. With WNBA viewership on the rise—and online hate following—we leveled up with Block The Negativity / Post Up Positivity.

This campaign features an AI-powered tool that blocks hate speech on players’ social feeds in real time, brought to life through a powerful film featuring Angel Reese and her teammates. Together, the tool and the film create space for positivity while protecting players' mental health.

THE FILM

Our campaign leaked a day before the launch, and by the time it officially went live, the campaign had generated 1.12K mentions, 2.27M reach, 1M views, and 17,560 likes, all organically. It also won two Clio Sports Bronze Awards 🏆 in the Athlete Storytelling and Diversity of Storytelling categories and was shortlisted in the Film category at The Clio Awards.

THE AI TOOL

The app is currently in beta testing for Chicago Sky players, with plans for a public release later this year. It’s designed to filter out harmful comments in real time, creating a safer online space for athletes.

Learn more about the AI tool and The Net initiative below, or visit the website we created for the campaign: takeitto.net

THE results

BLOCK THE NEGATIVITY

The Team

CW: Payton Grutzius

AD: Karie Le

GCD: Rony Castor

EVP: Elena Robinson

CD: Javier Valle

CD: Michi Robles

SR Designer: Cristobal Mora

Designer: Austin Warren

EP: Jacob Vogt

Producer: Ash Heyer