Brand Transformation & Experiential

Innovating experiences for an iconic brand and its fans

Tapped to reimagine the fan experience and ignite a broader fan base, we developed the Winter Classic, an outdoor stadium event with a return to the games’ roots of “boys on a lake”. Shining a spotlight on the incredible athleticism, drama, and beauty of the sport, this premier annual event ushered in a new era for the league—and set a NHL record with 71,217 fans in attendance!