At a time when major sports franchises are investing in glossy videos, 3D animations, and massive motion-design budgets, the Toronto Raptors have gone in the complete opposite direction. To announce their NBA schedule, the Canadian team dropped a video that looks… hilariously amateur, created with Microsoft Paint.
The video features the Raptors’ mascot, redrawn as if by a child in Microsoft Paint, facing off against other NBA logos and mascots in short, absurd, and comical sequences.
A surprising, but perfectly intentional choice
This isn’t just a gimmick, it’s part of a broader Raptors strategy: embracing internet culture, breaking the norms of traditional sports marketing, and creating real fan connection. And it’s working. The video quickly went viral, earning over 20,000 likes on NBA Paint’s account and up to 65,000 likes on certain clips of the schedule reveal.
From amateur logo to marketing phenomenon
This collaboration with NBA Paint isn’t the first time the Raptors have leaned into the “bad-on-purpose” aesthetic. Last summer, when NBA Paint posted a deliberately crude, childlike version of the Raptors logo, the team shocked everyone by adopting it as their official logo on social media. The community loved it.
The franchise not only kept the logo live but even launched merchandise featuring the doodle, doubling down on the joke and deepening the bond with fans.
Now, with this new schedule video, the Raptors have taken the idea further, fully embracing absurdity as a branding tool.
The power of “imperfect” content in the social era
While most NBA teams compete with ever-more sophisticated and hyper-realistic production, the Raptors are betting on raw simplicity and self-deprecating humor. By handing the creative reins to NBA Paint, they’ve tapped into a format that looks clumsy and rushed but perfectly reflects the humor and culture of online communities.
And the numbers prove the point: massive engagement, viral shares, and overwhelmingly positive fan reaction. The Raptors are showing that in 2025, winning isn’t always about flawless design, it’s about cultural proximity and relatability.
@raptors the scariest schedule release you’ll see today 😨 @nba paint #raptors #nba
