created for SuperFad NY
art direction | design
Süperfad NY asked me to create several concepts to celebrate the presentation of the National Hockey League (NHL) games broadcast on Versus. As these spots were to air at the beginning of the season, I wanted to create a strong sense of anticipation and suspense, conveying the feeling of focus, preparedness, and discipline.
Each shot reveals a detail building up to the game, composed with dramatic lighting and close angles. To tighten the drama, the only sound heard for the entire spot would be activity from the imagery onscreen, the swishing of the zamboni , sharpening of the skates, taping of the stick, breath frosting in the chill air, and then the dramatic violent clash of the rival’s sticks as they strike the puck.