The Raptors smell like outsider spirit

Directed by Ludovic Gontrand through Hamlet, this bold film from agency Yard for the Toronto Raptors celebrates the basketball team’s fearless perspective on being the only Canadian team in the American NBA.  

Titled Raptors Outside, the creative reflects on the notion that the Raptors consider themselves outsiders, but instead of feeling intimidated, the team has embraced their unique position, giving them determination to stand shoulder to shoulder with the best in the business.  

Blending dynamic, action-packed shots and skilful editing, the film captures the experience of young people in Paris, where the intense daily challenges force them to hustle and innovate more than most.  

Director Gontrand said: ’One of the best client and agency collaboration I’ve experienced in years. This film seeks to capture and celebrate a unique state of mind—one born from the outsider’s perspective, where strength must be found deep within, as nothing is guaranteed. It mirrors the mentality of the court, where every step matters. At its core, it’s about hope, courage, and confidence. The music composed by Axel Guenoun at Audioscore, perfectly complements this vision, striking a balance between something intense and poetic."