Coors Light x Raptors, Made to Chill Campaign

Client

Coors Light

Project Date

December 2023

Category

ad campaigns · art direction · brand ids · concept mockups · event branding · logo design · motion graphics & video · presentation materials · social media

Coors Light and the Toronto Raptors partnered to encourage fans to embrace the “Made to Chill” mindset with a limited-edition merch drop. Inspired by the ritual of leaving work behind and heading to a Raptors game, the campaign introduced the Chill Fleece – a premium, reversible jacket featuring an insulated tallboy pocket to keep a Coors Light chilled during the game. The jacket’s sleek black exterior and bold interior detailing made it both stylish and brand-driven.

To drive excitement, a pop-up event gave fans a chance to win the exclusive jacket by testing their Raptors knowledge. As the lead designer and art director, I played a key role in bringing this campaign to life, crafting the visual identity, digital and OOH assets, and creative support for the merchandise launch and activation. The drop was highly limited, available on a first-come, first-serve basis, making it a sought-after piece for basketball and beer enthusiasts.

ROLE & CONTRIBUTIONS

Visual Identity & Campaign Creative:

Set the design and crafted key visuals that blended Coors Light’s “chill” ethos with Raptors fandom.

Asset Production:

Designed and delivered animated and static digital, social, out-of-home (OOH), and broadcast assets.

Merchandising & Activation:

Developed creative around the Chill Fleece jacket, reinforcing its connection to both Coors Light and Raptors culture.

Spatial Rendering & Experience Design:

Created 3D renderings of the Union Market pop-up activation, mapping out how fans would interact with the space, product displays, and brand elements to enhance engagement.

CREATIVE APPROACH

The campaign was driven by the insight that passionate Raptors fans use basketball as an escape from the daily grind. By merging Coors Light’s relaxation-focused messaging with the thrill of game day, we developed a highly collectible, functional merch piece that embodied the “chill” mindset. Designed by Joey Gollish (Mr. Saturday), the jacket’s sleek black exterior and bold interior detailing made it both stylish and brand-driven. The Union Station pop-up created an experiential moment that tied together fan engagement, exclusivity, and brand storytelling.

RESULTS & IMPACT

The campaign successfully amplified Coors Light’s presence among Raptors enthusiasts, fostering a deeper connection with the target audience. The multi-channel approach ensured widespread reach, while the “Chill Fleece” jacket became a coveted item, enhancing fan engagement and reinforcing the brand’s association with relaxation and basketball.