Coors Light x Toronto Raptors

This campaign began with a powerful behavioral insight: Raptors fans are significantly more likely to treat basketball as an escape from the everyday. That insight became the creative foundation for our team’s work with Wasserman Canada, where we explored how Coors Light could turn game-time “chill” into a ritual, something fans don’t just feel, but actively do.
We developed creative concepts and visuals that positioned chill as a behavioral shift, not just a brand slogan. Across our proposals, we explored symbolic gestures and culturally grounded storytelling, transforming Coors Light’s Made to Chill into something immersive and emotionally grounded.

One of those ideas evolved into what became the Chill Fleece: a reversible fleece jacket designed by Joey Gollish (Mr. Saturday). With a subdued exterior for the office and a bold interior for the game, the jacket included an insulated tallboy pocket for a Coors Light, making the product both playful and purposeful. The act of reversing the fleece became a metaphor: escape the everyday grind behind, step into game-time mode.

Wasserman brought this concept to life with a one-day experiential drop at Toronto’s Union Station, turning the campaign into a sought-after, buzz-worthy moment that combined exclusivity, design, and cultural timing. Our early-stage concepting and high-fidelity visuals were instrumental in selling the narrative that ultimately shaped a standout moment for the brand and for Raptors fans who needed one more reason to chill.