The countdown to Toronto Tempo basketball is on in earnest with the release of a brand film that sets the tone for the team a year out from its WNBA tipoff.
Sixty- and 15-second versions of a new video spot developed by independent creative agency Mint expand on the Tempo’s brand identity and cultural aspirations in the leadup to its debut.
The campaign’s launch coincides with opening night of the 2025 WNBA season on Friday night. Toronto and Portland were unveiled as expansion cities last December and will begin play to start the 2026 WNBA season.
“When we launched the team name, we talked about how Tempo is what you feel when you step into the streets of this city and in the energy of the people who call Canada home. That’s what this film is intended to bring to life,” Toronto Tempo CMO Whitney Bell tells strategy. “As a brand, we’re committed to uplifting our community, highlighting those who’ve paved the way and creating opportunities for those historically overlooked.”
The video is rolling out across the Tempo’s partner digital channels and social media platforms.
A wide array of agencies came together to execute the campaign: Mettle provided additional creative support, Craft Public Relations provided PR, Tough Love provided socials and Salt provided the media buy.
Mint executive creative director Kim Tarlo tells strategy that the collaborative nature of the project helped lift the work to new creative heights.
“It was a true team effort and, honestly, one of the most rewarding parts of the project,” Tarlo says. “The radical collaboration process pushed the work further. It kept us accountable to the game, the fans and the Tempo brand. It wasn’t about one voice dominating – it was about creating a shared language around the story we wanted to tell.”
The Tempo is also marking the countdown to tipoff with Tempo Live, a fan-camp, speaker-series and merchandise-pop-up event scheduled from May 24 to 25 at Stackt Market in Toronto.
The club has had a busy month.
On Tuesday, the Tempo announced that YouTube celebrity and Scarborough native Lilly Singh would be joining an ownership group that includes Serena Williams, tech executive Sukhinder Singh Cassidy and Kilmer Sports Ventures chair Larry Tannenbaum.
With the additional title of chief hype officer, Singh will play a key role in galvanizing fan communities, curating in-game rituals and amplifying women’s basketball for new audiences, Bell says.
“Lilly has been one of the Tempo’s earliest and most vocal supporters. Her deep passion for basketball and unwavering support for women make this a game-changer – for the league, for this team and for the city.”
