When Shadow Lion approached us about ALL IN, a first-of-its-kind, real-time docu-series tracking The Boston Celtics' epic 2024 playoff journey, we were caught between "holy shit" and "hell yeah." Picture this: six episodes, each with the turnaround time of a caffeine-fueled sprint, and 110 minutes of original music, scored to picture within six weeks. But as die-hard Celtics fans who thrive on challenges like this, we dove in headfirst, no hesitation.

The payoff? Over a billion impressions, this series blew the roof off our expectations. Not only did it snag a Gold Clio in Branded Content, but it also coincided with the Celtics clinching the championship, and now Banner 18 is proudly flapping in TD Garden.