APPLE NHL SHOT BY NHL
STRATEGY
See the NHL like never before.
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.
OVERVIEW
Apple needed to increase market share in Canada. The best way in was through hockey. I evolved the Shot on iPhone platform into something new. The NHL Shot By the NHL. The idea was to hand creative output to the players themselves, not professional photographers. Each fanbase got to see a different, intimate side of their heroes. We put fans in the locker rooms, on road trips, and see what life is like on and off the ice. We used amateur hour to prove our point - the iPhone is the most widely used camera on planet earth for a reason.
EXECUTION
But first, I needed to make the effort foolproof. I built a system to turn our NHL players into creatives: we made tutorial videos, decks covering iPhone features and the fundamentals of composition, and a menu of briefs they could choose from for inspiration.
PROCESS
I went all over the NHL, meeting with teams and players to explain the campaign and provide instruction to them directly. I went behind the curtain so that NHL fans could too. We left iPhones behind and pulled their content from the cloud in real time. The success of this campaign led to a perennial partnership with the NHL and iPhone that’s still running today
