Under Armour is engaging fans of Steph Curry during the NBA playoffs with a social campaign that involves releasing a new three second Curry video every time he makes a three pointer.

As part of the social campaign, Curry fans can find each video that follows the three-pointers on Under Armour Basketball's Twitter handle (@UABasketball) or by following the hashtag #BreaktheGame. The first ad, which broke as Curry's team the Golden State Warriors played the Houston Rockets, was a cryptic clip of Curry picking up a brick and asking "What is this?" In another clip, Curry asks "Wanna know my secret?" without being cut off.

The campaign is by Droga5, with Jim Jenkins at O Positive directing the videos.