Giving product films a campaign theme in a social launch of CCM’s 2023 collection
Role: Creative Direction. Copywriting
Key Deliverables: Brand film. Product films. Campaign concept. Social content.
Social GIF
Cutting through sports brands’ fancy names for new features & textiles, the best gear simply ‘feels just right.’ From this insight, I developed a unifying campaign theme of 6 x 15sec product films asking NHL pros how the new collection makes them feel —because only when you feel your best, can you play your best.
MANIFESTO FILM
15 SEC PRODUCT FILMS:
WHY YOUR SKATES FEEL JUST RIGHT
NHL PRO: Connor McDavid
WHY YOUR GOALIE GEAR FEELS JUST RIGHT
NHL PRO: Thatcher Demko
WHY YOUR STICK FEELS JUST RIGHT
NHL PROS: Auston Matthews & Erin Ambrose
WHY YOUR BASE LAYERS FEEL JUST RIGHT - Social GIF
CREDITS:
AGENCY: Frank Agence
CREATIVE STRATEGY: Neil Frisby & Frank Agence
CREATIVE DIRECTION: Neil Frisby
CONCEPT & SCRIPTS: Neil Frisby
SOCIAL COPY: Neil Frisby
ART DIRECTION: Frank Agence
PRODUCTION: CCM internal studio.