Unscripted

Motion Graphics by Rachael Wheat

Gold ADDY – Regional Level, American Advertising Federation Oklahoma, 2023

Background

In 2021, the Oklahoma City Thunder introduced Thunder Collective to host exclusive events centered around interests outside of basketball. This was a way to engage with diverse communities around the city, leverage influencer marketing, and extend the reach of the Thunder brand.

Introduction

We invited four local photographers to capture the game night experience through their lens. We then hosted a two-night exhibition to share the unscripted moments that only happen live at Thunder games.

Role

As the lead designer for Unscripted, I worked closely with the Marketing team to plan and execute the two-night event. I developed the identity system and spatial layout, designed collateral, and photographed the event, collaborating with multiple departments and vendors.

Audience

The audience for night one were Season Ticket Members. The goal was to reignite the excitement for the brand with a different perspective on the game experience.

The audience for night two were local influencers who may not be Thunder fans just yet. They came from the worlds of art, fashion, music, culinary arts, photography, and more. The goal of night two was to activate a new audience and extend the reach of the Thunder brand.

INVITATION TO CREATE

Handwritten elements represent an invitation to the photographers, influencers, and fans to be a part of writing the Thunder story.

UNIQUE PERSPECTIVES

The elements of a camera viewfinder and lens and the details from a photo contact sheet represent the tapping into the POV of creators.

INVITATION TO CREATE

Handwritten elements represent an invitation to the photographers, influencers, and fans to be a part of writing the Thunder story.

UNIQUE PERSPECTIVES

The elements of a camera viewfinder and lens and the details from a photo contact sheet represent the tapping into the POV of creators.

Identity System

The key message driving strategy through visual execution was “What’s ahead is unscripted.” I developed the identity around the goals of re-engaging an existing audience and branching out to new audiences through interaction and immersion.

Credits

Erin Hill (Graphic Designer, Photographer)

Olivia Crabtree (Fan Development Coordinator)

Michelle Matthews (Fan Development Manager)

Brandon Ankney (Head of Brand Identity)

Macie May (Marketing Associate)

D’Angelo Todd (Marketing Associate)

Zach Karis (Marketing Services Coordinator)