New York Islanders

Being an Islander is tough (and that's not just coming from a lifetime Rangers fan). When we were asked to rally the Islanders community with a single, authentic narrative, I knew the ultimate test would be whether or not I could buy into it myself. Born from an insight that only Islanders could own, we told the Long Island hockey story beautifully. There are more Islanders fans around than you may realize. These players are notoriously out in the community and on the ice working hard. And lastly, they're all a bit crazy.

Role: ACD/Copywriter