Boston Celtics

Concept, art direction and design of the Boston Celtics 360 campaign which included TV, radio, posters, out-of-home, digital, and social executions. The look and feel of the campaign reflects the grittiness and hard-working defense of the team as well as its tough to beat mentality. To define the strong, tough team's mentality, bold, poster type was used for headlines while for the players' names and numbers were designed in a more script typeface symbolizing the "ink" clearly visible on their bodies. This campaign generated a tremendous buzz among Celtics fans and in New England increasing brand engagement and the desired marketing metrics in three continuous seasons.