THE CONCEPT

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How do you give voice to a living legend? For ESPN's "That Is Hockey" campaign, the goal was to capture Mark Messier's perspective: that the game has never been better. Our task was to create a world that felt as vital and electric as his belief in the sport's future.

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Director Jeremy Pettit’s vision hinged on capturing the raw energy of modern hockey alongside the quiet reverence befitting a legend. The location itself was a narrative choice. By securing a New York ice rink, we grounded the story in a city synonymous with Messier's legacy, creating a space that held a palpable sense of history.

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THE CRAFT

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The lighting design from DP Erik Sohlstrom was key, creating a hallowed space for Messier to inhabit. We used a unique lens filtration to add a subtle haze, giving the ice a touch of magic, as if it were begging to be played on. The warm tones in the rink, contrasted with the cool light that sculpted Messier, brought a vibrant, breathing energy to the environment.

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With only a single day to capture everything, success comes from deep trust. Jeremy Pettit worked closely with Messier, creating an environment where the performance wasn't just about delivering lines, but about channeling a lifetime of passion for the game.

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The palpable energy of watching a master at his craft became the very feeling the commercial was designed to evoke.

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THE RESULT

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The final spot seamlessly blends the intensity of live hockey with the quiet power of Messier’s presence. It’s a piece built on respect for the game, reverence for a legend, and the focused craft required to capture both in a single, powerful frame.

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Airing nationally, the commercial became a cornerstone of ESPN's campaign launch, carrying a simple but powerful message. It is work that stands as a testament to our belief that the process of getting there, the trust built, the environment created, matters just as much as the final frame.

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