Brand Campaign: Rangers Centennial
New York Rangers
To anchor this historic campaign our brand spot took inspiration from “Mr. Ranger” himself, Hall-of-famer Rod Gilbert. Using a tightly edited version of his iconic speech, we crafted a visual story of enduring loyalty that goes both ways between the team and its city.
I took the lead with a brand manifesto that informed our approach to every asset in the campaign. With it, even the unexpectedly reverent tone of this hockey ad felt grounded, authentic, and surprisingly sentimental.
with Tony Muller, VP Branding / Kelly Smith, Copywriter / Noah Lau, Editor
Unity and continuity in the midst of an ever-changing city was a fundamental motivation behind all aspects of this campaign. When it came to ticket sales, the urgency needed to be even more palpable.
In addition to script and edit supervision, I provided direction when the celebrity fan brought his very particular set of skills to the voiceover.
with Tony Muller, VP Branding / Kelly Smith, Copywriter
The Rangers’ being exclusively affiliated with New York and Madison Square Garden is not just rare among NHL teams, but across all of professional sports.
My creative team and I collaborated with brand strategists, PR experts, sports historians, and even a few legendary Rangers alums, testing hundreds of tagline options that highlighted this unique fact and commemorated this milestone moment.
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