DoorDash is gluing itself to the new NBA season, with New York Knicks guard, Josh Hart, as the centres of a prank-filled campaign. It’s All In The Delivery taps into Hart’s status as one of the league’s most unfiltered, unapologetic personalities – teasing his teammates, clapping back at fans and getting left hanging on high fives. He’s as well known for his hustle on the court as he is for his willingness to give his teammates a hard time, respond to fans, and never take himself too seriously.

That same energy is now baked directly into the DoorDash experience. Throughout the season, fans can use the app to react to whatever just happened in basketball culture.

“The rivalries, the running jokes, the celebrations – that’s all part of being a basketball fan,” stated Jennifer Richardi, head of DoorDash brand & creative. “Our job is to add something to that experience that only DoorDash can. Josh Hart is the perfect instigator: he takes the game seriously and has no problem giving his teammates a hard time. Together, we’re taking that spirit beyond the group chat and straight to someone’s door. A celebration, a surprise, a little friendly payback – it’s all in the delivery.”

The campaign is grounded in Hart’s real persona and real moments — his in-game candour, his quick responses, his social media instincts — translated into a series of spots where DoorDash becomes the mechanism for turning a reaction into something physical: a joke that shows up at someone’s door, a celebration that actually arrives, a moment of self-deprecating humor made tangible. It was developed in-house through DoorDash Brand and Creative, in partnership with its in-house creative studio, Superette, and creative production partner, MikeTeevee.

The campaign will also have social extensions throughout the season.

The work continues DoorDash’s multiyear partnership with the NBA, as well as the brand’s strategy of embedding itself directly into the culture and conversation around the
game, not just the moments of the game itself. It premiered last weekend on Hart’s and DoorDash’s social channels, and is now running on TV and online. It was directed by Christian Lutz, aka Director X, and produced by m ss ng p eces.

Director X built his fame in music video, directing films for Drake, Rihanna, Rosalia, and Kendrick Lamar, among many others. He has received many accolades for his work, including two MTV Music Video Awards. In addition to his work with international brands, he has directed episodes of television series including Cross on Amazon Prime and National Geographic’s Genius: MLK/X. As a filmmaker, Director X debuted his first studio feature film for Sony Pictures, the action-crime thriller, Superfly.