Campaigns
Stephen Curry’s ‘Shot Ready’ billboard achieves lunar alignment
The campaign is executed on the property of OUTFRONT Media
A simple, static billboard promoting Stephen Curry’s book, Shot Ready, has transcended its traditional advertising role to become a moment of viral, organic storytelling, thanks to an accidental celestial alignment captured by fans. Located in Los Angeles, the Out-of-Home (OOH) execution, a property of OUTFRONT Media, was designed by Penguin Random House to showcase the basketball star’s signature pre-shot posture.
The creative features a monochromatic image of Stephen Curry with his arms raised, preparing for a jump shot. The powerful, simple copy reads “SHOT READY” alongside his name. While effective as a standard OOH placement, its status was elevated when passing fans realized that, depending on the time of night and viewing angle, the full moon aligned perfectly with Curry’s hands, making it appear as though he was taking a jump shot straight toward the lunar surface. This unintended but highly photogenic moment instantly turned the static ad into a dynamic, communal experience.
Dubbed by fans as “Steph Curry shoots the moon,” this phenomenon demonstrates how OOH, often considered a fixed and passive channel, can achieve immense reach through organic, shareable content. The campaign successfully utilized the unique environmental context of the urban space and the night sky to create a moment of pure serendipity. By relying on a powerful, easily recognizable image—Curry’s shooting form—the billboard generated an effortless, earned media frenzy, ultimately driving high visibility for the book, Shot Ready, far beyond the physical location of the initial display.