It was the honor of the century (no pun intended) to have one of my tagline options chosen to represent the New York Rangers Centennial season. Over a year of work went into workshopping the perfect tagline — writing these words using a deliberate and delicate approach that took into consideration our diverse board consisting of fans sitting in the Blue Seats, alumni who have taken center ice, investors, ex-coaches, and even celebrity ambassadors.
INTERNAL MANIFESTO:
In a city that changes by the minute, we measure loyalty by the lifetime. Together, we made Broadway blue iconic back when TVs were black and white.
One hundred years as Blueshirts. Defenders of The World’s Most Famous Arena. Where legends choose to make it. From Giacomin to Gilbert, Richter to Lundqvist, to a kid with a number that’s yet to be raised.
These many years have made us many things. One hundred years as the classiest team in hockey. One hundred years as the one the world watches. One hundred years in one city as one team, one Garden Faithful, one family.
One hundred years as one.
100 years of Rangers hockey and not much has changed. And that’s a good thing. For 100 years, this ice has produced legends that will be talked about for eternity. It always has, it always will. That’s just what the New York Rangers are all about.
This spot, written and directed by me, seamlessly tied together our entire campaign and hero idea into one 00:30 ticketing spot. Blink and you’ll miss it.
Bonus content: After giving him some feedback on his VO reads, Liam Neeson went on to tell me a was a good Irish gal. He’s so right.
Stars. They’re just like us.
This season, we were given a unique opportunity to pitch creative ideas for our in-arena game presentation. The ask was to tell our history in a way that was engaging and exciting for fans (because, though hard to admit sometimes, celebrating 100 years of hockey is not that exciting when you were only alive for some of it).
Within a few weeks, Mark Messier was sitting in our studio. We had pitched a concept titled “If These Walls Could Talk”, a script dedicated to the fans and their home ice arena.
Yes, I cried the first time this played in the arena. Yes, there is photo evidence. No, you can’t see it.
With our much-anticipated jersey release approaching, we set out to reignite the core spirit of the New York Rangers — resilience, pride, and relentless energy that defines and fuels this city. For 100 years, the color palette of red, white, and blue has been undeniable ours. And that’s how it will be for 100 more.
And who better to tell — and show — our fans? The Captain.
The result? This jersey sold out in less than 24 hours.
To celebrate our first Centennial theme night, The Birth of the Franchise, we took fans all the way back to 1926 when we first started! Lucky commuters early that morning were able to get their hands on The Centennial Chronicle, our old school Rangers newspaper. My “Newsies” dream was brought to life with this stunt, featuring our Blue Crew dressed up in the hottest 1920’s fashion.