Feel the Roar

After a 16-year playoff hiatus, the Sacramento Kings made a triumphant return during the 2022-23 season. To celebrate, we decided to relive the iconic 'Feel the Roar' campaign that once echoed through the city during the last playoff run. The roar of the crowd, heart-pounding moments, and the unyielding passion for the game – it was all here, louder than ever.

We Felt That

Sixteen seasons is a long time to wait. As the Kings stacked up wins, the world outside of Sacramento continued to doubt them. That skepticism and doubt fueled the team and rallied the city, revealing a bond with the team that extends beyond a typical fanbase.

Narrated by comedian and Sacramento native Hasan Minhaj, this spot gave deeper meaning to 'Feel the Roar,' transforming it into a powerful tribute that resonated deeply with fans.

Gold Telly Winner in Local TV - Sound & Sound Design: Official Listing
Silver Telly Winner in Local TV - Sports: Official Listing

Feel the Roar Sacramento Kings
Feel the Roar Golden 1 Center
Feel The Roar Creative
Mitchell Feel the Roar
Kings playoff shirts
Feel the Roar shirt
Screenshot 2024-05-03 at 4.19.33 PM.png

Concept Development: Ryan Brijs
Campaign Design: Will Tullos,
Design Support: Gian Montes, and Lizzy Moulton
Lettering: Alex Rhoads
Copywriting: Truth & Consequences
Voice Over: Hasan Minhaj

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New Era of Proud - 2016 Kings Rebrand