The Art of the Game

Every child deserves to experience the power of play. The Luka Dončić Foundation (TLDF) is on a mission to help children use playtime to grow socially, creatively, cognitively, emotionally and physically. So, when we were asked to define “The Playground of Possibility” for TLDF's brand universe, we did a forward roll and then leapt at the chance. No one likes playtime more than us.

77X • The Luka Dončić Foundation Campaign

A Canvas of Possibility

We were inspired by the spirit of a playground, tapping into its excitement, creativity, and limitless possibility.
To bring this world to life we created a vibrant visual language: Nostalgic enough to feel familiar but fresh enough to be the canvas for a million new stories.

Lively, uninhibited, and full of personality, our characters never sit still. They have quirky, abstract forms and exaggerated expressions that radiate energy and attitude (like one of our Zoom meetings). The black outlines nod to classic cartoons and sticker art, while simple, rounded shapes keep them soft and approachable.

Take it to the Paint: (Balkans)

An outdoor basketball court is framed by Slovenian mountains and residential buildings. The distressed graffiti walls and worn-out colors show a well-loved play area, meanwhile, the stencil of Luka pays tribute to his legendary status in the region.

A key tenet of the Total Hoops approach was to use “unstructured play” to foster creativity and enjoyment. All of our crazy ideas crescendo here as we give the characters free rein to discover their own version of play.

Take it to the Paint: (USA)

In stark contrast to the Balkans, here we see a modern, well-equipped indoor court with a sparkling clean floor in bright block colors.
You can almost hear the squeak of young voices (and brand-new trainers) rebound from the walls as our characters have the time of their lives.

Where the Balkans are all about “the team,” youth basketball in the US is focused on individual star power. Here, we have a young American hero being cheered on by an adoring crowd.

Coach Andrew

Showing off his powerful physique, Coach Andrew is visibly commanding on the court.
Equipped with his playbook, whistle, and greying hair, he radiates experience. This is a guy who’s going to motivate his team.

The USA in Red

We crafted two teams with distinct characteristics and uniforms to help reinforce subtle differences between the USA and the Balkans.

The Balkans in Blue

Each team showcased the diversity of the game with different races and body types to reflect the sport's (and brand’s) global appeal.

Supporting cast

A giant Sasquatch with small shorts, a small bird with a massive personality, a group of rambunctious supporters. Your only limit is your imagination…

Playing with the process

Bringing TLDF's universe to life was a joy for our team. (We may be grownups, but only because our parents told us to). Despite the kinetic feel of the final work, every illustration had to be meticulously crafted, weaving in cultural nuances and environmental considerations.

The fluid, expressive nature of each character allowed us to add energy to the scenes, while bold typography and hand-drawn elements added depth and personality.

Character face expressions

Stickers

Credits

Creative Director
Klinta Verbele
Edijs Vucens

Art Director
Pēteris Noviks

Executive producers
Tanya Savranenko
Helena Zakare-Semjonova

Illustrations
Sebastian Komorowski
Virginie Kypriotis
Dmytro Hladkyi

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