My ALL CAPS Story
Follow the fan, not the product.
Problem
Give Washington Capitals fans a way to tell their own story, why this team matters to them, without turning it into another ad.
Solution
Follow the fan, not the product. Not every asset needs a hard sell. Played the long game instead: associate the brand with what fans already care about, and let that build the kind of top-of-mind awareness that pays off when they're ready for the product.
Credits
- Creative Strategy & Art Direction
- Chris Irwin
