Here is a collection of work that I created for MLSE. The work included: Developing a brand Identity, Animation, Video Editing, social features, that will ultimately include a running counter and informative signage in-stadium, telling fans how they can work to become carbon neutral. Working as the designer, I helped oversee and implement a wordmark / identity for this program. This campaign partnered the Toronto Raptors and Maple Leaf Foods marrying the two brands’ identities into "Full Court Press".
The program would rely on a block counter whereby, for every Raptors block, Maple Leaf Foods and the Toronto Raptors will plant x number of trees. The idea is to plant as many trees as are required to make our court (500), and then slowly off-set every court in the NBA. A total of 10,000 trees.
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In January we wanted to bring awareness with the launch of Full Court Press. The goal was to show that our teams offence is the best defense against climate change.
We decided to use animated videos to grab the attention to our fans that and broadcast on all social media platforms as well as out of house signage.
This was the first of three videos, the month of February was the first feature to help keep a record of blocks and show awareness on our goal to reduce our carbon foot print.
In month of March we continued to display the best blocks of the month. At the end of the video we added a call to action to play "Guard the Globe" A video game app that uses 0.2% of the energy of an average mobile game.
April (End of Season) This video featured the best blocks of the season and the success of the campaign almost doubling our goal of planting 10 thousand trees (*19,084 trees planted)
