Last season, Sportsnet sought to evolve its approach to hockey by creating a culture around the game that hadn't existed before. To support this initiative, we created a range of artworks and illustrations to elevate and amplify the culture throughout the campaign, including the upcoming shoots.
Hockey is diverse, stylish, urban, and humorous, and we wanted to highlight these aspects in and around the game that had previously been overlooked. The main focus of this creative was on youth found in urban settings. The artworks and illustrations are designed to put the attitude in front and the brand in the back. That means the creative only gives a subtle nod to the brand by rooting it in the SN color palette and integrating the "SN x NHL" within it.
