In the Caribbean, cricket is everything. So much so that the sport defines and influences culture, and vice versa. But with cricket’s stodgy and restrained reputation, The West Indies Cricket Board needed to connect with its fan base in a new, modern and uniquely West Indian way. One that was reflective of the fans’ heartfelt and colorful support. Incorporating the WICB’s iconic shield, this campaign became the rally cry that brought the fun, West Indies style of play and unique spirit into the present and future. Role: Creative Director/Designer