March Madness isn’t just about the game—it’s about the ritual. The upsets, the buzzer-beaters, the all-day binge-watching. And of course, the fuel to get through it.

Uber Eats tapped Brand New School to cook up a slam-dunk campaign that seamlessly blends hoops and hunger into a fast-break food experience. But this wasn’t just about getting fans food—it was about changing the game entirely. This campaign set out to create new user behavior, encouraging fans to turn to Uber Eats not just for delivery, but for unbeatable March Madness deals all together.

So we built more than just a campaign—we crafted an entire Uber Eats basketball universe, where every brand can feel like part of the game. With the shot clock winding down, we built a flexible, high-energy post-production system that let Uber Eats dish out deals across multiple food partners. The challenge? Designing a game plan where every brand’s lineup—from pizza to wings and even your favorite burger—had a seamless, slam-dunk moment to shine, all while keeping the energy of the game alive. No turnovers, no timeouts—just fast, easy ways to get game-day grub without missing a moment.

Game on, food up.