OREILLY
Menu
Marc-André Fleury 500 Career Wins
Marc-André Fleury 500 Career Wins
Marc-André Fleury 500 Career Wins
Company
Company
Chicago Blackhawks
Chicago Blackhawks
License
License
NHL
NHL
Role
Role
Manager, Creative
Manager, Creative
Context
Context
When Marc-André Fleury hit his 500th career win with the Chicago Blackhawks, the organization had less than a week to turn it into a moment. I led the full creative: in-arena displays, a commemorative shirt sold in-store and online, retail, social, digital content, and on-site activations.
When Marc-André Fleury hit his 500th career win with the Chicago Blackhawks, the organization had less than a week to turn it into a moment. I led the full creative: in-arena displays, a commemorative shirt sold in-store and online, retail, social, digital content, and on-site activations.
Problem
Problem
The timeline left no room for extended iteration. Everything needed to be right the first time, and it needed to work across wildly different surfaces simultaneously, from scoreboard LEDs to a shirt someone would actually want to wear.
The timeline left no room for extended iteration. Everything needed to be right the first time, and it needed to work across wildly different surfaces simultaneously, from scoreboard LEDs to a shirt someone would actually want to wear.
Process
Process
I owned it end-to-end. Built the concept around Fleury's nickname "Flower" 🌸, a detail that gave the identity personality instead of just celebrating a number. Designed all assets and built format variations tailored to each surface without losing the throughline.
I owned it end-to-end. Built the concept around Fleury's nickname "Flower" 🌸, a detail that gave the identity personality instead of just celebrating a number. Designed all assets and built format variations tailored to each surface without losing the throughline.
Impact
Impact
The campaign became one of the standout activations of the season. Personally meaningful too, I'm a lifelong Penguins fan, and Fleury is one of my favorites.
The campaign became one of the standout activations of the season. Personally meaningful too, I'm a lifelong Penguins fan, and Fleury is one of my favorites.
Tools
Tools
Illustrator, Photoshop
Illustrator, Photoshop
Impact
The campaign became one of the standout activations of the season. Personally meaningful too, I'm a lifelong Penguins fan, and Fleury is one of my favorites.
Sports
Sports
Integrated Creative & Campaign Direction
Integrated Creative & Campaign Direction
Credits
Credits
VP, Marketing
VP, Marketing
Adam Kempenaar
Adam Kempenaar
Director, Fan & Partnerships
Director, Fan & Partnerships
Brian Dahm
Brian Dahm
Director, Events
Director, Events
Brian Howe
Brian Howe
Manager, Events
Manager, Events
Lauren Biehl
Lauren Biehl
The concept had to feel like a celebration, not a ceremony.
The concept had to feel like a celebration, not a ceremony.
