LeBron James for Tonal was a broadcast commercial developed during Steph’s tenure as Creative Director at Tonal. Working within a multi-partner production environment, the project marked Tonal’s first high-profile professional athlete partnership and the launch of a broader pro-athlete platform.

Leading the internal creative team, Chains oversaw ideation, strategic framing, and cross-functional coordination in advance of production—establishing the narrative, positioning, and market strategy that shaped the final broadcast and its rollout.

Responsibilities

• Creative leadership and strategic direction for Tonal’s professional athlete platform

• Oversight of internal ideation, narrative framing, and partnership development

• Relationship management across agency, production, and talent stakeholders

• Coordination of pre-production strategy, including market rollout and broadcast planning

• Alignment of the campaign with Tonal’s broader brand system and long-term growth strategy

Outcome

The campaign launched as a national broadcast commercial and supporting digital assets, establishing Tonal’s first marquee professional athlete partnership. It set the foundation for a sustained pro-athlete platform that later expanded to include figures such as Maria Sharapova and Naomi Osaka.