When writing the brand articulation for Winners, we quickly realized how we wanted the brand to be represented. It needed to be serious and competitive, but also fun. I developed the creative direction for winners, more specifically the concept of this shoot. We wanted to capture the emotions that go through people when watching their favorite team, almost as if they were part of that team. We also wanted to show the raw emotion someone has when their team scores, and even more so if they have a wager on the game.

Client – Winners
Role – Creative Director, Brand Experience
Agency – Digital Surgeons
Team – Alex Hornak, Mark Myrick
Talent – Andre Picard, Jimmy Burt, Carly Zaleski