DoorDash Taps Director X, Teams Up with Knicks’ Josh Hart in New Campaign

DoorDash is tipping off the NBA season with “It’s All In The Delivery,” a new campaign starring New York Knicks guard Josh Hart that turns basketball’s rivalries, celebrations, and running jokes into deliveries.

The campaign taps into Hart’s status as one of the league’s most unfiltered, unapologetic personalities — a player as well known for his hustle on the court as he is for his willingness to give his teammates a hard time, respond to fans, and never take himself too seriously. That same energy is now baked directly into the DoorDash experience: throughout the season, fans can use the app to react to whatever just happened in basketball culture.

Click here to view the spot on Instagram

“The rivalries, the running jokes, the celebrations - that’s all part of being a basketball fan,” said Jennifer Richardi, Head of DoorDash Brand & Creative. “Our job is to add something to that experience that only DoorDash can. Josh Hart is the perfect instigator: he takes the game seriously and has no problem giving his teammates a hard time. Together, we’re taking that spirit beyond the group chat and straight to someone’s door. A celebration, a surprise, a little friendly payback - it’s all in the delivery.”

The campaign was developed in-house through DoorDash Brand and Creative, in partnership with their in-house creative studio, Superette, and creative production partner MikeTeevee. The work is rooted in Hart’s real persona and real moments — his in-game candor, his quick responses, his social media instincts — translated into a series of spots where DoorDash becomes the mechanism for turning a reaction into something physical: a joke that shows up at someone’s door, a celebration that actually arrives, a moment of self-deprecating humor made tangible. The campaign will also have social extensions throughout the season.

This marks the latest chapter in DoorDash’s multiyear partnership with the NBA, and continues the brand’s strategy of embedding itself directly into the culture and conversation around the game, not just the moments of the game itself.

The campaign launched across TV and online, after premiering on Hart’s and DoorDash’s social channels.

The work was directed by Julien Christian Lutz, aka Director X, and produced by m ss ng p eces. Director X is one of the most iconic music video directors, having helmed films for legendary artists such as Drake, Rihanna, Rosalia, and Kendrick Lamar, among many others. He has received many accolades for his work, including two MTV Music Video Awards. In addition to his work with international brands, he has directed episodes of television series including Cross on Amazon Prime and National Geographic’s Genius: MLK/X. As a filmmaker, Director X debuted his first studio feature film for Sony Pictures, the action-crime thriller Superfly.