Unscripted

Animation by Rachael Wheat

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

Introduction

Featuring four photographers from Oklahoma, Unscripted is an immersive experience centered around Thunder basketball. There are a wide array of stories happening every game night, ripe to be captured and retold.

We invited local creators to participate in capturing the unique experiences and expressions around Thunder Basketball. Then we hosted a two-night exhibition to share the unscripted moments that only happen live at Thunder games.

As the lead designer for Unscripted, I developed the identity system, collateral, and spatial layout for the event, collaborated with multiple departments and vendors, and photographed the event.

Background

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

Audience

The audience for night one were Season Ticket Members. The goal was to reignite the excitement around the Thunder 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 are coming 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 the strategy through visual execution was “What’s ahead is unscripted.” I developed a visual system 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)