Lorenzo Insigne
Toronto FC’s “il Magnifico”
Art Direction. 2022.
Senior Designers: Janet Wen, Anthony Laksama
Motion Designer: Hasan Dadah
Icon Illustrator: Lauren Griffin
Lorenzo Insigne is the biggest signing TFC has ever made. We were asked to build a campaign that would draw intrigue and excitement leading to Lorenzo Insigne’s arrival, first game, and beyond.
Lorenzo has been coined as ‘il Magnifico’ by sports writers and fans alike. We looked to lean into the idea of “Magnificence” — the desire to do extraordinary things with style.
The Magnificent
We built a brand for Lorenzo told the story of Lorenzo in a way that was larger than life, to capture the hearts and minds of the casual soccer fan and those who don’t know him. Thus, we strove to tell the legend of The Magnificent.
Building the Lore
3D renaissance ‘artifacts’ celebrated the significance of his arrival by representing Lorenzo and his career. Excerpts of lore were taken from a fabled “Book of Lorenzo”, using typography as a visual design tool to layer into physical and digital storytelling.
