NHL Playoffs

MassMutual Partnership

As part of MassMutual’s official partnership with the NHL, I was brought on to art direct a broadcast and social campaign designed to strengthen the brand’s affinity with hockey fans while subtly reinforcing the core pillars of the MassMutual brand—planning, protection, and investment.

I was tasked with creating both a 30-second and 15-second commercial spot that would air during the 2024 Stanley Cup Playoffs and be used across social platforms. The campaign needed to feel timely, emotionally resonant with NHL fans, and aligned with MassMutual’s broader brand messaging.

I developed and pitched seven distinct creative concepts, with the final selection being "Past, Present, Future"—a narrative-driven idea that leveraged the nostalgia and emotional highs of playoff hockey to draw a parallel with the long-term journey of financial planning. This concept artfully bridged the excitement of the NHL postseason with the enduring value MassMutual brings to its clients' lives.

Working directly with NHL Studios, I oversaw the edit and finishing of the spot, curating footage from Round 1 of the 2024 Playoffs to ensure authenticity and immediacy. Every visual cue and transition was designed to evoke a sense of legacy, momentum, and future-forward thinking—core themes that resonate with both hockey fans and MassMutual’s brand ethos.

The final commercial aired throughout the 2024 Stanley Cup Playoffs, delivering a compelling mix of emotional storytelling and brand reinforcement. It successfully connected MassMutual’s values with the passion of hockey, deepening their bond with the NHL audience.

Project Credits:

Created for the MassMutual

Published on TNT, ESPN, ABC, NHL Network, and all relevant social media platforms

Art Direction, Video Editing, and Graphic Design: Mark Coletti;

Video Production: NHL Studios, Jay Nelson

Other: in partnership with the NHL, NHLPA, NHL Studios and with Lauren Shiraka and Larry Fahey (Copywriting - MassMutual)