role: creative director
agency: milk & butter
production: elite edge

Tasked with launching Fanatics' 4 Nations Face-Off jerseys, we uncovered a powerful insight: hockey isn't just a sport in these countries—it's woven into the fabric of national identity. Our campaign ditched the typical highlight-reel approach, instead crafting anthemic films that tapped into each nation's unique emotional connection to the game. The resulting broadcast and digital campaign struck a powerful chord, transforming team jerseys into symbols of generational pride that resonated from Stockholm to Minnesota.

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