Tampa Bay Lightning and Rowdies
Tampa Bay, at full volume.
Two home teams and two big moments: the Lightning’s 25th season, and the Rowdies’ bid to bring Major League Soccer to St. Petersburg.
- Clients
- Tampa Bay Lightning, Tampa Bay Rowdies
- Category
- Professional sports
- Our role
- Creative direction
- Work
- Building wrap, key art, video, application box and book, out of home, social
Lightning
Turn a 25th season into something the whole city could see from the street.
Rowdies
Make an MLS application impossible to leave in a pile.
The thread
Big, physical work that fans could stand next to.
From the arena to Times Square.
Five stops across two teams.
01 The arena
Twenty-five years, on the side of the building.
For the Lightning’s 25th season, the players went up on the arena itself. Stamkos, Kucherov, Callahan and the rest were drawn in a rough, hand-worked style that looks like it was scraped out of the ice.
The same look carried the anniversary key art at the top of this page: the team in color, the crowd and the building in black and white behind them.
Building wrap and key art
02 The film
The anniversary, in motion.
A film brings 25 years of Lightning hockey to the screen in the same gritty style.
Video
03 The pitch
We brought our pitch to you.
When the Tampa Bay Rowdies applied to join Major League Soccer, the application didn’t arrive in an envelope. It arrived in a gold box lined with real turf, with the line chalked on like a field.
Lift the lid and a stadium rises out of it: the pitch, the crowd and the St. Petersburg waterfront behind them. A small speaker hidden in the box goes off at the same moment, with the crowd roaring and the Rowdies fight song playing, so the league office hears the stadium before anyone turns a page.
MLS application box
04 The book
I believe that we will win.
Inside, a spiral-bound book makes the case. It opens on a fan’s creed, then shows the market, the city and the people behind the bid, with letters of support from local business owners.
Application book
05 Times Square
#MLS2StPete, in lights.
The bid went public in the middle of Times Square. #MLS2StPete ran on the screens while Rowdies fans, scarves and all, showed up underneath.
Out of home and social
Hey @MLS, we brought our pitch to you.
Back home, the club posted the whole campaign in one line. One team put 25 years on the side of a building. The other sent its bid in a box of real turf.
What we did
- Creative direction
- Key art
- Environmental graphics
- Video
- Packaging
- Out of home
- Social