Coors Light x Toronto Raptors,
Made to Chill.
Campaign
Graphic Design
Coors Light × Toronto Raptors decided to celebrate the city’s basketball culture through the brand’s “Made to Chill” platform. The goal was to create a concept that spoke to fans who see basketball as both an escape and a source of community. I contributed to the development of creative concepts and high-fidelity visuals, working across research, storytelling, and storyboarding for a multi-channel campaign spanning film, OOH, events, and digital experiences. Generative AI tools helped accelerate exploration and bring ambitious ideas to life with clarity and precision.
Where the daily grind slips away and the Raptors’ chill takes over.
A wearable ritual for Raptors fans—the fleece that flips from grind to game time.
About
The creative exploration led to the development and buy-in of the Chill Fleece concept — a lifestyle extension of Coors Light’s “Made to Chill” platform. The idea was later designed in collaboration with Mr. Saturday and brought to life through a national campaign and activation produced by Wasserman, demonstrating the power of a strong creative concept to inspire large-scale brand storytelling.
Services
Research, ideation, and concept exploration
Storytelling and early creative direction
Design of storyboards and high-fidelity visualizations
Production of mockups, OOH visuals, film, and digital assets
Use of generative tools to accelerate creative exploration
Credits
Concept & Art Direction:
Ismail Fikri
Pierre-Ange Aznar
Adrian Smith
Chill Fleece Design:
Mr. Saturday
Creative Direction:
Wasserman Sports & Entertainment
Production & activation :
Wasserman Sports & Entertainment
