Raptors G.O.A.T. Night: Director X

In January 2025, the Toronto Raptors celebrate music video director Director X as part of their “Greatest of All Toronto” game day campaign. The Toronto music video director, whose work on videos like Drake’s “Hotline Bling” and Rihanna’s “Work” has had a major influence on Canadian music culture.

In partnership with Häagen-Dazs, the first 5,000 fans were given exclusive Director X-inspired merchandise which we had the privilege to create. The final campaign assets pull from the director’s hip-hop roots while tying back to the city of Toronto, street basketball and Raptors themes.