raptors campaign

A series of brand campaigns profiling fans, change-makers and Raptors Alumni who have built and nurtured subcultures and passionate following across Canada. 

Brand Campaign (MLSE, Raptors, Subway)
2024  |  4 × 1m
2025  |  3 × 4m

Sub Cultures Series

Lunchtime Legend Series

Creating the Sub Culture series came with several interesting challenges – we needed to find stories that were diverse in location, experience, and subject matter, and authenticity was paramount — but we also had to incorporate the Raptors and Subway brands seamlessly, while keeping certain elements brand agnostic (such as athletic gear worn by students). On top of that, timing was tight: we had just 2.5 months from greenlight to delivery.

To meet these challenges, we proposed a range of creative solutions. Since the Raptors brand is built on energy and heroism, we crafted a series structure that turned our fans into the heroes, with each episode showcasing the unique stories of our participants while also celebrating the beauty and distinct landscapes of their corners of Canada. To ensure consistency, we assembled a nimble crew capable of traveling to where the stories took us. Our producer Caitie worked closely with each subject to build a strong rapport, ensuring they felt comfortable throughout the process and giving the crew full access to their daily lives. Each episode was delivered in a variety of formats for social media, alongside teasers and cutdowns designed to create a trail of "digital breadcrumbs" for Subway to build anticipation ahead of each release.

The series launched in November, both in-stadium and across social media, reaching the Raptors and Subway's combined 10 million+ fans and followers. The success and traction led to our follow campaign with MLSE – Lunchtime Legends, featuring current Raptor superstar Scottie Barnes and Raptors alumni Muggsy Bogues, T-Ross and the Junkyard Dog – hosted by Cabbie.

Credits
Producer: Caitie Drewery
Producer: Zach Derhodge    
DOP: Steven Field
Editor: Cam Lasovich, Mark Edwards

A tall man with dark, textured hair smiling down at a woman with long dark hair, who is smiling and leaning into him. They are hugging in a crowded indoor arena with rows of empty seats and people taking photos in the background.
IMG_7555.jpg
People waiting in line at a fast-food restaurant, some holding cups of coffee, with a green wall and menu board in the background.
Two men standing on a basketball court, smiling, with empty stadium seats in the background. One is wearing a purple jacket with patches and the number 95, and the other is wearing a black NBA shirt.
IMG_7553.jpg
A man wearing glasses, a black beanie, and a plaid flannel shirt, holding a camera setup, in a restaurant or cafe with green walls and ceiling lights. Other people are seated at tables in the background.
A man sitting in a chair during an interview or discussion session with three people around him. The setting appears to be in a room with large windows and a modern interior, with filming or photography equipment present.
A man standing on a busy city street during daytime, wearing a purple and black varsity jacket with patches and patches with the number 95 and 08, looking directly at the camera with a neutral expression.
People dining at a restaurant with fast food bowls and drinks, a cameraman recording, and a green illuminated logo on the wall.
A woman with long brown hair wearing a red sweater signs something on a clipboard while a man with a beard, baseball cap, and black vest looks on in a green room
Two people sitting in a stadium, smiling, with empty seats and bags around them.
A healthcare worker gives a nasal swab test to a man sitting in a medical facility, with another person visible in the foreground, and a window in the background.