NHL Boston Bruins
CREATIVE CAMPAIGN FOR BRUINS alternate jersey UNVEIL
The Bruins haven’t had a third jersey since Adidas took over the league’s jersey development, back in 2016. For the live unveil event, team President Cam Neely and the marketing team turned to Chameleon DG for impactful digital imagery to showcase the original alternate jersey that fused new technology with vintage 1940/1950's inspired Bruins styling. The campaign featured a main launch video that highlighted the team’s live unveil event for season ticket holders, and visual loops were also created as an ambient backdrop. After the public release, multiple versions were created and distributed via: social media, regional broadcasts, Bruins in-game, in-store ProShop advertising, and throughout the TD Garden arena.
CHANNELS
Live Event, Social Media, Broadcast Commercial, In-Arena, In-Game, and In-Store Advertising
CLIENT
Boston Bruins
LOCATION
Boston, MA | Regional
INDUSTRY
Sports & Entertainment
SERVICES
Creative Strategy & Direction
Creative Concepting & Execution
Advertising
Social Media
Digital
Video Production
Motion Graphics
Graphic Design
Music & Sound Design Engineering
At Sunday’s jersey unveiling, what impressed me perhaps even more than the jerseys themselves was the way in which the team presented them in video and photographs. The video shown after Cam Neely’s address, similar to what was shared on Twitter, overlaid images from Bruins past with personality and technology-infused footage of the current team and sweaters, perfectly and artistically illustrating how the jerseys bridge the team’s history with its present.
– Ally Koss
Reporter / Writer
MULTI-PURPOSE VIDEO
Our strategy in showcasing the new "inspired" jersey, started by teaming up with team photographer Brian Babino to take 360º photos of each player, candid speed-bursts, along with matching vintage Bruins moments. Capturing the team in still form, instantly gave the look a retro feel. We also filmed closeups of the jersey, highlighting the new integrated technologies and textures. Juxtaposing all of the elements combined with a matching vintage-modern motion graphic style, brought together a signature look for the team's brand-new alternate jersey.
News Mania
The Bruins jersey unveiling took social media, the internet, and traditional media by storm. Channel 7 News Boston among other regional outlets rave about the new look.
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