An impact of mythic proportions
With the sheer number of touchpoints required over the course of the season, modern sports marketing is a unique beast. When the creative department of Seattle's newest major pro sports team — the Kraken of the NHL — required an extra set of hands, I was thrilled to lend my experience.
Extending their "Defend the Deep" campaign into new settings, I was able to rapidly produce dozens of assets with seamless continuity to existing creative developed by their in-house team. By way of digital and print advertising in The Seattle Times and high-impact ads and wraps on hundreds of area buses, my output is projected to reach a huge audience with tens of millions of impressions during the 2023-24 hockey season.
Additionally, I had the chance to drive the creative look promoting retail sales of the Kraken's Winter Classic jerseys across a wide range of channels. Rooted in a century of Seattle hockey history, I highlighted the unique vintage striping and color palette of the uniform while anchoring it in the team's core branding, thus creating an old-meets-new approach that fits perfectly with the NHL's premier regular season showpiece.