All In

Created alongside the Boston Celtics organization and their historic 2024 run to an 18th championship, we tracked the journey of the star players, unsung heroes, and front office personnel as they navigated the high-stakes waters of the NBA postseason. A first of its kind project, this 5-part docuseries was released in real-time and distributed on X. 

While the basketball season is long, our runway for this project was not. After meeting with the Celtics during the closing days of February, Shadow Lion brokered a deal between the C’s and FanDuel to bring this project to life. All In entered production the first week of April — just six weeks from our initial discussion with the Celtics. 

Our mission with All In was to faithfully capture the players, the staff, and the city of Boston in real-time as they became a championship team. With episodes being released immediately following each series win, we constantly had to adjust on the fly — editing and executing as the narratives and storylines unfolded and evolved day-by-day. 

From pre-production, episode construction, interviews with the team, embedding with star players, all the way through to editing, graphics, original music, strategy, and delivery — All In was directed and produced fully in-house by Shadow Lion — with key support from the Celtics’ marketing, production & PR teams.

Released in 2024, full-episodes are available on the Celtics’ X and YouTube pages, as well as select episodes on the NBA’s YouTube channel.