McDonald’s All American Games 2023
The biggest event in high school basketball.
Our brief this year was to make the 2023 McDAAG games ICONIC.
So we started with a new creative direction based on the host city of
Houston, TX, the city where rocket launches are held.
To help these kids launch their legacies,
we created a look and feel we called GALACTIC MAXIMALISM.
McDonald’s All Americans
are the Best of the Best.
We wanted to give those 48 players their shine.
To announce who made the cut, we created a Times Square Billboard
to welcome our newest All Americans.
Our announcement was even shared
by King James himself
To hype up the teams coming together,
we created Galaxy Motion Posters
Our clients loved them so much, they wanted their own!
We took fans behind the scenes
and had some hilarious Mic’d Up content
And of course... merch!
We created Bootleg-inspired T-shirts
for every player
Finally, it was games day
We were there capturing time warp highlights
As Seen From Space Dunk Cam
The results? The biggest games, EVER.
Not only did we sell more tickets than ever,
we crushed our engagement benchmarks, gained 20,000 followers,
and dominated the conversation
We gave basketball culture
exactly what they were looking for
See you next year
Creative Director: Mike Vitiello | Senior Art Director: Charles Lee | Art Director: Julia Muell
Designer: Sabrina Sommer | Copywriter: Tiffany Firebaugh | Lead Editor: Andrew Maclean
Freelance Editor: Francis Rutledge | Videographer: Lanre Danmola | Photographer: @channel_purple