This season’s Minnesota Timberwolves Bring The Nice campaign flips Minnesota Nice on its head—taking it from passive and polite to something sharper, bolder. Because being nice on the court isn’t about handshakes and small talk.

After meeting with Zambezi, the agency behind the campaign, I had a thought. With the holidays approaching, What about Naughty & Nice? A list. Where ruthless defensive plays get stamped Naughty, and smooth, silky offense gets a big, bold Nice.

I shared the idea with Zambezi crew, and they actually pitched it! They were also kind enough to let me use it for my book.

Special thanks to Creative Director Jay Morrison and Design Director Anna Stark for making it look damn good.