Utah Jazz
Mountain Basketball

D&C partnered with the Utah Jazz to craft “Mountain Basketball,” a holistic campaign platform that defines the team’s identity around Utah’s mountain culture and community. D&C led the naming, strategic positioning, and full campaign execution – spanning creative direction, film, photography, and rollout – to build a cohesive brand system with a distinct cultural and geographic identity. The “Mountain Basketball” philosophy tied Utah’s passion for the game to its dynamic community and the daily presence of the Wasatch Mountains. By studying how the mountains influence Utah’s basketball identity and symbolize a state “on the rise,” D&C ensured the concept was rooted in both place and ambition, giving the Jazz a clear sense of authentic identity and purpose.

In execution, D&C eschewed typical glossy franchise visuals for a more culture-forward approach – the campaign was shot with G League players to capture raw hunger, altitude, and discipline, rather than polished star imagery. This fresh direction quickly gained traction in press and culture, reframing the Jazz’s presence with a confident new point of view. Media coverage described it as a bold “Mountain Basketball” identity for the franchise, highlighting the clarity of its vision. By authoring a campaign with such a distinct point of view, D&C not only earned widespread attention but also helped reframe how the team is perceived – as an organization with a cohesive, Utah-proud identity rooted firmly in its mountain home.