NATALIE GRAKOVSKI


Coors Light x Raptors x Mr. Saturday — The Chill Fleece 2023
Coors Light and the Toronto Raptors partnered up to encourage fans to embrace the Made to Chill mindset. With a limited-edition merch drop and immersive pop-up experience,  The Chill Fleece is designed to “Go from the Grind to the Game”. 

Inspired by leaving work behind and attend a Raptors game, this campaign introduced The Chill Fleece—a premium, reversible jacket featuring an insulated tallboy pocket to keep a Coors Light can. Designed in collaboration with Joey Gollish of Mr. Saturday, the functional, collectible clothing item has his signature style on one side, and a brand-driven look on the other.

To drive excitement, a pop-up event at the Union Market gave fans a chance to win the exclusive jacket with Raptors trivia. The drop was highly limited, available on a first-come, first-serve basis, making it a sought-after piece for basketball and beer enthusiasts. This experiental moment tied together fan engagement, exclusivity, and brand storytelling.

Role & Contributions: Packaging, Print Collateral, Digital Production, Site Photography (and background model! )
art direction & design of the garment bag’s logo lockup and jacket’s hang-tag | campaign roll-out including design & asset production across OOH, MLSE sports arenas and social media | site photography

Sr. Director: Jacob MacDonald
CD: Logan Broger
Sr. Designer/AD: Steve Barkley
Jr. Designer: Natalie Grakovski
Client: Molson Coors
Agency: Wasserman Sports & Entertainment
PR: Citizen Relations
Media: Wavemaker
Collaborator: Joey Gollish of Mr. Saturday
Executive Producer: Derek Brenzel
Production: TierZero
Executive Producer: Julian Nieva
Director: Due Pinlac
Photographer: Anthony Nusca
DOP: Theo Demeke
Producer: Trae Nguyen


BTS of the campaign by @saxonlane

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