CLIENTS:
Toronto Raptors, Baron Championship Rings
Toronto Raptors | TV Commercial
AXLE was tasked to develop a creative strategy to tell the story of the Toronto Raptors’ journey to the 2019 Championship Ring. Our team was trusted to produce everything needed for this project from start to finish. We handled everything from writing original scripts to capturing visuals and tying it all together in one powerful edit. On opening night 2019, the final video was revealed to a nationwide audience over many major Canadian TV networks and all Toronto Raptors social channels.
The video provided excited fans with their first look at the 2019 Toronto Raptors Championship Ring. A 2min version of the video (video above) was released on all Raptors social channels, and the 30 second TV Spot (video below) was broadcasted during the game and over the following weeks.
Concept:
An important goal for this project was to convey the great pride that Raptors fans have for their team, their city, and their country. We aimed to tell the story of the championship season as well as the story of the many fans who waited 25 years for this historic moment. When brainstorming ideas for this project, we found an important common denominator that remained constant throughout the story of the players, fans, and the Raptors organization as a whole. FIRST. Playing off the theme of “FIRSTS” we developed a script based on the many firsts we experience in life, in basketball, and as Raptors fans. Notable points in the video: The first NBA (BBA) game was played in Toronto at Maple Leaf Gardens, a young kids first pair of basketball shoes, reference of the first time Vince Carter showed us his slam dunk competition dunk, the first time one NBA team inspired a “nation of nations”, and the moment we all gathered “waiting to be first. First to witness a dream 25 years in the making”.
S T I L L S
