I worked with the Detroit Red Wings for several seasons and each year, we would develop a new look and feel. The Red Wings organization had been using “It’s More Than Hockey” as its tagline for several years and our goal was to revitalize and energize the campaign with new visuals. Without access to photograph the players, and a tight budget, I created this look and feel featuring the players front and center (from in-game photography) with a blend of ice and snow exploding around them. This campaign was very successful, so much so that the Detroit Red Wings organization chose to use it for multiple seasons afterwards. We then incorporated it into the "Farewell to the Joe" campaign for the team's final season at Joe Louis Arena. This project is very important to me as it was my first solo lead and marked a major success in my career.

Art Director, Designer