Inspiration
During the 2014 NBA draft, Andrew Wiggins was one of the most highly regarded prospects in decades since Kobe Bryant or LeBron James. Thus Andrew Wiggins was the clear choice to be the first overall pick in the 2014 NBA draft and was selected by the Cleveland Cavaliers. However, after a blockbuster summer in 2014 free agency Cleveland also landed the best player in the NBA: LeBron James who re-signed with his hometown of Cleveland he returned home with a clear message of "winning now at any cost”. This left little room to train any young pups like Andrew Wiggins. Cleveland quickly cast away the once-in-a-lifetime prospect of Andrew Wiggins and figuratively "threw him to the wolves" in a blockbuster trade with the Minnesota Timberwolves. Andrew was now thrust into a challenging new role as the Timberwolves franchise centerpiece and with that all the pressures that come with expectation. Minnesota was wildly accepted as an undesirable location for players in years past due to the small market and history of losing records. Andrew's embrace of this challenge not only showed his maturity but spoke to his core character and leadership ability.
Concept
Before even starting his rookie season Andrew had signed a signature shoe deal with Adidas and became a poster boy for their basketball campaigns. Inspired by Andrews’ talent maturity and resilience I decided to create a custom t-shirt design and promotional advertisement that would speak to his character and brand on a few levels. I wanted to create a campaign and promo materials for Adidas that would highlight their new star's character as well as hint at his current story arc with his new franchise the Timberwolves. Andrews’ circumstance of hypothetically and in a sense literally being thrown to the wolves reminded me of an old inspirational proverb that says “You can throw me to the wolves and I will return leading the pack”. I believe this quote embodied Andrew's character and brand as a whole, subtly hinting at his rocky start and bringing light to his new role as a leader of wolves…Minnesota Timberwolves that is.
Using Adobe Photoshop, Illustrator and InDesign together I created a print design based on my central campaign mantra “Throw me to the wolves and I’ll return leading the pack”. This advertisement could be adapted to various forms of print and digital media such as magazines, social media platforms and in-store displays.
Magazine promo
In-store poster
Adidas- Wiggins Wolfpack Tee
Using Adobe Photoshop and Illustrator together I created a custom T-shirt using the central campaign mantra. My goal is to give consumers a product with a message they may see a bit of themselves in and would want to wear with pride.
