Los Angeles Lakers Preseason 2016
AEG is responsible for promoting the Los Angeles Lakers preseason at AEG-owned Los Angeles and Las Vegas venues. With Kobe having retired months earlier, this was one of the first promotions to not feature him prominently. AEG Sports wanted to acknowledge this with the tagline, ‘New Team, Same Dream’.
ROLES
Lead Designer
DUTIES PERFORMED
Design, Digital Marketing, Print + Web Design, Environmental Design
Key art in promotional poster for newly opened T-Mobile Arena in Las Vegas.
Process
Challenge
As the one of the first promotions without Kobe and before Lebron. AEG sports wanted to highlight the biggest acquisition then, Luke Walton, and also start to show the new faces of the Lakers. AEG Sports suggested a box set up similar to the Kardashian promotion, especially because they wanted to show equal promotion to all five. They wanted something ‘snappy, dynamic and strong motion’ with video spots already in a ‘grid theme’ as well as a dreamy background to reinforce their summer tagline: ‘New Team, Same Dream.’
Solution
Created a grid from the ‘L’ logo. The slant shape helped create dynamic forward motion. I used an HDR photo edit to create consistent filtering throughout the players’ photos. I used a cloud like texture to reveal the Championship banners and emphasize ‘New Team, Same Dream’.
HDR Photo Editing
Lakers Dream Background
Owner and Lakers President Jeanie Buss loved it so much, she posted it on her personal Twitter account.
Promotional Banner for Citizens Business Bank Arena homepage
Promotional Banner for T-Mobile Arena homepage
Honda Center’s promotional Facebook cover image
Spokane Hoopfest’s Vegas 3-on-3 Twitter post
PROJECT DETAILS
Client // Los Angeles Lakers (AEG Sports)
Year // 2016
TEAM
Supervising Creative Direction // Todd Howk
Creative Direction // David Auther
Lead Designer // Nicole (That’s Me!)