Strength In Numbers

MY ROLE: BRANDING, ART DIRECTION
CREATIVE DIRECTION: ANTHONY O’NEILL & RONY CASTOR
SR. DESIGNER: LORENZ ORTIZ
DESIGNER: TIFFANY ZAPORTEZA
ART DIRECTOR: JEFF FANG
LETTERING ARTIST: ERIK MARINOVICH
PHOTOGRAPHER: QUINN GRAVIER
Retouching: pacdigital
PRODUCER: NOAH DASHO

The 2019 NBA Playoffs was a special one for the Golden State Warriors. It not only was the last playoff run in Oracle Arena, it was another chance to build a campaign around coach Steve Kerr’s famous “Strength in Numbers” quote.

Lettering

The main idea for the lockup is to capture the intensity of the playoffs and the class of the team.

We’ve enlisted and worked closely with Lettering Artist and big time Warriors fan Erik Marinovich in his studio to craft the mark. A hidden 3 would’ve been revealed in the lockup in the event that The Warriors win a 3-Peat.

The lockup is set in Gold as a nod to Golden State and the trophies and rings that come with winning championships.

Photography

Photography-wise, our goal was to give a classic / timeless vibe to commemorate the team’s historic run and future hall-of-famers.

Since it was the team’s last season in Oracle Arena, we wanted all the images to look and feel like they were shot in-game—with architectural details of Roaracle and fans present in dynamic crops.

We shot all the players during Media Day with GS&P photographer Quinn Gravier, which I’ve helped art direct.