Our Pass the Joy campaign, pushing holiday deals and offers every winter, gave me the opportunity to keep content a bit lighter and fun.
Having branded ourselves as “the classiest team in the NHL”, this was an exciting opportunity for me to push boundaries and our tone, while making sure I remained aligned with brand guidelines.
Spearheading and leading the creative for this campaign each year is better than any gift underneath the tree.
For our 2023 campaign, I leaned in to the publicly known personas of some of our team, which provided an added layer of silliness for our core audience. This was my take on a “Bad Lip Reading”.
Here, I wrote the script and oversaw all creative production.
And for our 2024 campaign, I tapped into our insanely talented motion designers to bring my Rangers holiday tale vision to life.
Here, I also led copy and creative development.
If you tell me to lean in, I’m going to lean in.