OREILLY
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Overview
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.
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.
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.
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.
Credits