MLSE and AXE wanted an experience that delivered a fun, gamified experience unifying the Raptors, AXE and fans closer together. Enter - The Raptorverse!

We dreamed up an immersive Web Augmented Reality experience that prioritized fun and contesting into an immersive world available nationwide.

Spanning 8 weeks, this bridged activation brought fans of the Raptors and Scottie Barnes closer to the brand & talent they loved within the halo of axe product — accessible coast-to-coast across Canada.

From a creative POV, worked closely with AXE and MLSE to build custom worlds that were explorable and interactive. We drew inspiration from notable areas across The ‘6, blending AXE irreverence with iconic locations in Toronto.

Through our implementation of a seasonal model (think season’s pass or battle pass in games like Fortnite and Call of Duty), we were able to ensure longevity and subsequent return on spend over time.

The effort put into the creation of the world and experience could be rapidly re-skinned and designed to accommodate a whole new scope of experience in a fraction of the time.

While working with the Toronto Raptors was a dream, we are the most excited by what the future holds. This campaign delivered the goods and left many fans clamouring for a second season.

Augmented Reality allows us to provide access to any brand or experience to any fan or customer — breaking the boundaries of geographical restriction.