I
Campaign Direction
A New Approach For A Realistic Audience
Many Canadian youth live and breathe hockey. For athletes between the ages of 10 and 16, it practically boils in their blood. We featured the relentless devotion of four such young athletes in the HPR2 campaign, creating characters that honored the collective spirit of our target audience. By elevating the work ethic of these relatable athletes we made it clear to ice hockey players everywhere that STX respects their grind and creates products that serve their lifestyle.
Concepting
Art Direction
Design
Copywriting
II
Campaign Elements
Simple, Bold and Energetic
No campaign is complete with solely a type treatment to rely on. For the HPR 2, an immersive look encapsulates inspiration from a variety of elements. Dark texture emphasizes the grit and hard work of true hockey players, with red, energetic lines are a nod to the graphics on the HPR 2.
Identity Design
Messaging
Illustration
Visual Language
Using stick graphics as a jumping off point, old analog technology and cyber motifs were applied in an exciting, new way in the hockey space.
III
Website
The digital home for the hungry, powerful, and relentless
The website was the hub for the entire integrated approach and focused on the research, development and deep tech of the HPR 2.
Responsive Website
Animation
Ecommerce
Animated Elements
Tech points get brought to life throughout the landing page by the use of custom illustrations and activated with animations. These elements help simplify product differentiators and focus users on the various included technologies.
IV
Photo and Video
A Day In The Life Of Canada's Hardworking Hockey Youth
There was no question that video was the ideal medium to share our stars' stories. A frenzy of storyboards, location moodboards and schedules quickly found the Mission team donning their Oilers scarves and heading to Edmonton. We joined our new heroes for early morning practice sessions and driveway drills before unleashing them on the ice, in full STX gear, to demonstrate their drive. Back home in balmy Baltimore, we carefully curated their stories to create a sense of community for all young players with the same devotion to their grind.
Strategy
Video
Photography
Design
Social Media
Gettin' Sketchy
Before anything makes it to the camera, there is extensive planning and thought that goes on behind the scenes. Storyboarding is a crucial part of the process to get all parties involved on the same page. Thinking through specific shoots, transition points, and story arch allows the production team to lock down a watertight schedule, which assures production has the footage it needs to tell an intricate story.
V
Integrated Executions
A Barnburner of a Strategy
We saturated the market with HPR 2 creative, carefully tuning into a strategic approach for each channel. Working with the STX Ice Hockey team, we maximize the impact of the campaign by aligning the new product with top-level brand messaging that highlights unique pricing, warranty and demo offerings.
Website
Email
Paid
Social Media
Print
50k+
Views on Social
A New Way To Hockey
With STX's high performance gear now sold direct to consumers with big savings, digital components focus on this revolutionary way of connecting with customers.
VI
In the Arena
Bringing It Home
It was important to STX that we marry the HPR 2 ethos with the every-day player experience as directly as possible. We created exciting in-arena applications, including wall graphics, posters, flags and stairway graphics, that STX used in several 'takeovers' of local rinks across New England.
Design
Art Direction
Print
30+
Hockey Arenas
