APPLE MITCH MARNER SHOT BY AUSTON MATTHEWS

STRATEGY
The iPhone is so easy to use, even a hockey player can do it.

OVERVIEW
Apple’s original partnership with the NHL was providing iPads to the teams. We saw potential. Shot on iPhone needed a different angle. I brought the idea of changing the phrase to “Shot by”.  We put NHL MVP Auston Matthews behind the camera with All-Star Mitch Marner, gave fans a glimpse of life behind the curtain, and let two hockey players make an Apple campaign. It was Apple's first sports spot. It launched a multi-year NHL partnership that's still running today.

EXECUTION
Getting there was another story. I landed in Toronto with a producer in the dead of winter. The only thing we knew was that we had Mitch and Auston. We put the whole campaign together in three days: secured locations, got permission for me to direct, and built a system for Auston to shoot Mitch on his own. 

We walked away with enough extra content to build out a full social campaign to sustain the momentum. Selected work below.

PROCESS
We shot as much content as possible to mine the gems in edit. I worked directly with Mitch and Auston. Only a couple iPhones were broken during the process.