T-MAC HALL OF FAME CELEBRATION
Seeding Kits For Social Congrats Lead To A Drippy After-Party
CLIENT: adidas Basketball
AGENCY: Roundhouse
ROLE: Senior Designer
CREATIVE DIRECTION: Mitch Morse
ART DIRECTION: Dave Ewald
Using archival footage and artwork from New Orleans based athlete artist, Jon Moody we inspired fans and athletes to find their own paths, just as T-Mac did as he rose from an unknown high schooler to an All-Star pro. We turned this aspect of his ascension to greatness into the campaign message and hashtag #175to1 and created a range of social media assets including videos and stills from archival footage to tell the story of T-Mac’s achievements and set the stage for his HOF induction.
While simultaneously creating social media hype for T-Mac’s HOF induction, we were also tasked with curating a special, invite-only after party. The event needed to embody an elevated yet casual tone for letting loose after the enshrinement ceremony.
Using moody lighting, simple attention to detail, delicious food, tasty beverages and thoughtful photo opportunities, we created the ideal setting to commemorate the historic evening.
In order to establish T-Mac as the Original Creator and reignite fan enthusiasm leading up to his induction into the Basketball Hall of Fame, we partnered with athlete artist, Jon Moody to create a portrait and 5 pairs of customized signature series shoes.
In addition to the videos and stills created for social, we sent the above seeding kits containing a throwback #175 ABCD Camp jersey and other custom T-Mac swag to adidas athletes and influencers with instructions to wear the jersey and record their own personal message to the Original Creator.
