Group Creative Director

Bauer Hockey

Imagine a hockey stick so good, so lethal, so accurate, so powerful, and so damn filthy that you make the rink guy change more red lights than ever before. "Score Like Never Before" was our campaign that helped usher in the new VAPOR X60 hockey stick from Bauer. We shot this locally on 8mm film. Damn, those were the days.

The VAPOR X60 was the first stick of it's kind made of carbon fiber. Lighter. Stronger. And best of all, way more deadly. It ushered in a whole new era for the game of hockey. The patented carbon fiber pattern was iconic for a stick, so that become the focal backdrop for all printed pieces in the campaign.
Agency: Olson+Co     Role: Art Director, Designer     Copywriter: Noah Will     Creative Director: Derek Bitter

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