adidas Hockey – and their adizero pro jersey – represent speed and creativity. The NHL Stadium Series game, unlike other heritage-themed outdoor games, celebrates the future or the sport. We merged both worlds by creating a dystopian futuristic short film that grabbed the attention of Maple Leafs and Capitals fans everywhere.
The goal was to translate the established video aesthetic and storyline into a successful social media engagement that would activate fans in Toronto and Washington D.C.
The video ended with instructions to visit UNLOCKSPEED.COM, a temporary website that was password protected. The site drove fans to Twitter where they were met with clues from adidas Hockey detailing how to unlock the website and potentially, a trip the Stadium Series game.
Using the hashtag #UnlockSpeed, clues were revealed over the course of four days and engaged fans in a digital scavenger hunt for the code.
The dystopian future concept was brought to reality when we created an environment filled with smoke, custom-fabricated hero platforms, static TV screens and deliberate lighting.
Four lucky fans (two from Toronto and two from DC) won a trip to the Stadium Series game. The winners were selected, confirmed and transported from their respective cities – all within one week – to attend the game in Annapolis, MD. Once there, the fans were greeted by an on-site activation hosted by adidas, creating an experience they won’t soon forget.
Activations & Engagements
Videography & Editing
3D & Motion Design
Interactive & Digital
Social & Campaign