Casting , Choreography
The National Hockey League’s (NHL’s) 2005–06 “Inside the Warrior” advertising campaign unveiled the League’s vision for a new professional sport in the entertainment industry. This rebranding campaign was implemented after the NHL created North American sports history by becoming the first of any major professional sports league to cancel its entire season because of a labor dispute. After shutting out the fans for so long, the NHL realized they had a tough job ahead of them in securing back their fans. What they came up with was a series of five “cinematic commercials.” ReelSports was hired to create the hockey scenes.