Apple | NHL shot by NHL
Apple launched its first big sports campaign by giving NHL stars creative control. Our OOH images and IG posts were taken by the players’ from their iPhones. Each fanbase got to see a different, creative side of their heroes while allowing us to further engrain the iPhone and its capabilities as the most widely used camera on earth - so easy to use even a hockey player can do it. “Shot by” is a new platform we hope to extend to other professional sports in the near future.
Role: Creative Director, TBWA Media Arts Lab LA
When the Blues won the Cup we were ready. To commemorate their extraordinary run from worst to first, we gave the world a snapshot from inside their locker room, posting a real-time congratulations of the best image in the campaign. Vladimir Tarasenko alone in the locker room, shot by the MVP, Ryan O’Reilly.
Washington Capitals: A. Ovechkin shot by N. Backstrom
St. Louis Blues: Blues shot by R. O’Reilly
St. Louis Blues: V. Tarasenko shot by R. O’Reilly
Tampa Bay Lightning: R. McDonagh shot by A. Killorn
Edmonton Oilers: Oilers shot by M. Lucic
Ottawa Senators: C. White shot by B. Ryan
Carolina Hurricanes: P. Mrázek shot by J. Faulk
Philadelphia Flyers: Gametime shot by J. van Riemsdyk
Arizona Coyotes: N. Hjalmarsson shot by O. Ekman-Larsson
