Nice Shoes Creative Studio was brought on to partner with the Toronto Raptors in crafting in-arena animation for the team’s 2017 playoff run, designed to electrify the crowd and energize the team. Led by Design Director Stefan Woronko, Nice Shoes animated close to 40 pieces and elements centered around the team’s rallying cry of “We The North,” which celebrates the Raptors’ identity as the NBA’s sole Canadian team.
Woronko started with the colors, elements and type that the Raptors had established as their visual identity, and worked to fill the frame with motion. The supplied plaid pattern was also explored, with the frame transitioning quickly through elements via a diamond on a 45-degree angle. Animations were created for every location in the arena with a screen, with designs adjusted to work within the different aspect ratios, all while maintaining a fast-paced frenzy.
The animations had to function with the live aspect of the game, as they would be played back and cut into key replay moments by the team’s onsite editors. From an audio perspective, Nice Shoes delivered pieces that were silent, but that had been designed with the rhythm of a high-stakes game in mind.
“We used temp audio, knowing that everything would have to work with any sports anthem or chants. You can’t work in a vacuum though, so I would go on Youtube and cut to fan chants,” added Woronko. “The chants are broken up into syllables, and we would time the elements to anticipate the cadence of the crowd. For example, ‘Let’s Go Raptors’ - the type, the ball, all the background elements - they all move in time with how the crowd would cheer.”