Coors Light x Raptors, Made to Chill

Leaning into the insight that hardcore Raptors fans are 270% more likely to use basketball as an escape from the everyday, Coors Light was looking to realign and amplify the creative platform, Made to Chill, through its Raptors partnership. Campaign creative was displayed across social, digital, OOH and broadcast. Spawning from the campaign, the brand act created a new symbol of Chill for Hardcore Raps Fans, the Chill Fleece jacket, to help fans transition from that daily grind to their Chill during each Raptors game. I led the creative development and art direction of key visuals and the production of the Made to Chill campaign assets alongside the execution of the Chill Fleece brand act creative.