WE GO HARD
The Nets gave us a tall order: rally players and fans to a last place team. Our solution was a 5-year branding, advertising and grassroots campaign to establish a mindset across the organization to build a contender and a community.
Setting a tone
Setting a look
We created a look and feel for a “We Go Hard” wordmark and photography, inspired by the classic “Post No Bills” signs with Torn textured layers. We wanted to capture the evolution and growth of the borough from the buildings to the community, as well as a team constantly hustling with that true Brooklyn grit.
all of this was brough to life through print, ooh, and in-stadium.
WINNING OVER THE PLAYERS
Most teams send free agents highlight reels. We went hard digging into our recruit’s personal lives to create painstakingly custom, pov ride-alongs to all the Brooklyn spots we knew they’d love.
THE DRIVER IN THE VIDEO WAS PLAYED BY A BROOKLYN SUBWAY DRIVER, NAMED “HANDSOME HORSE.” HE ENDED UP BECOMING THE VOICE OF THE NETS THAT SEASON.
WINNING OVER THE fans
NETS FANS PLAY A CRITICAL ROLE FOR THE TEAM. WE CREATED POSTERS CELEBRATING THEIR BROOKLYN GRIT ON THE SAME LEVEL AS OUR PLAYERS. WE ALSO REVAMPED THE TONE AND MESSAGING THROUGH OUT THE SEASON TICKET-HOLDERS PACKAGE AND IN-STADIUM ACTIVATIONS, GIVING PARTNER AGENCIES A GUIDE TO FOLLOW.
winning over the community
THE HISTORICAL BIGGIE MURAL WAS scheduled for removal. WE WENT HARD FOR BEDSTUY, RAISING MONEY WITH LOCAL LEADERS TO PAY off THE LANDLORD. HE WAS SO MOVED BY THE community’s RESPONSE, HE LEt IT be FOR FREE.
Practice In The Park 2018
