One of the best and most popular players in the NBA is Giannis Antetokounmpo. Along with leading his club to win in the playoffs in 2021, he was named the most valuable player in the postseason twice and received two league MVP awards. Although the 29-year-old’s parents are from Nigeria, he has never visited the country. Greece is where he was raised.

Now is the right moment.

Check out WhatsApp’s newest short documentary, Ugo: A Homecoming Story. It centers on the musician as he thoroughly immerses himself in the family, culture, and country of Nigeria, which he had only previously known from a distance, on his first trip there. Rick Famuyiwa (Dоpe, The Mandalorian, The Wood) is the director of the documentary, which follows Antetokounmpo as he visits beaches, cities, and marketplaces. Along the way, Nigerian designers, artists, and other sources will teach viewers about Nigeria’s distinct culture.

The image of Antetokounmpo getting out of his car in the midst of the crowded Balogun Market to bargain with a seller to get a duplicate of his own Milwaukee Bucks jersey is among the most well-known.

WhatsApp has partnered with Antetokounmpo as a brand partner ever since he appeared in the app’s first worldwide advertisement in 2022. He had previously told Fast Company about his extensive use of the device. Initially, he traveled alone via plane from Greece to the US to play in the NBA, and WhatsApp was his sole means of communication with family and friends back home. “It had a significant impact on my life because it gave me the opportunity to connect with those people,” said Antetokounmpo.

Throughout the whole film, there are relatively few oblique references to the messaging product, minimizing branding. Antetokounmpo has been seen using WhatsApp to send his family images and videos on many occasions. In the lower right corner of the movie titles, there are two little checkmarks that mirror the ones that show up after a WhatsApp message has been read or seen, and they appear when new scenes are displayed. This is a thoughtful action that respects such quality. It carries on WhatsApp’s branding initiatives by emphasizing the company’s contribution to promoting human connections, especially among those who reside far apart.

It has been a hectic week for Antetokounmpo off the court. Improbable Media was introduced by NBA star and former ESPN analyst Jay Williams. The company’s first big production, a full-length documentary about his life story called Giannis: The Marvelous Journey, will make its Prime Video premiere on February 19.