With a roster of high-priced veterans, the Rangers definitely had postseason expectations heading into their 2016-17 season. While they did get there, it was a little disappointing that they came in as a wild card. Our creative director wanted a battle cry to really energize the postseason, but I knew the marketing team wouldn’t want anything super aggressive. So, I pitched concepts that put more focus on the rally over the battle. “Calling All Blueshirts” won and is now cemented in MSG history as the Rangers’ 2017 playoffs campaign.
Client
New York Rangers
Year
2017
At MSG, my overall record for winning pitches was about 4-1. I worked solo on ideas like the “Calling All Blueshirts” campaign and the 2018 Winter Classic. “RangersTown Unite” was a successful collaboration with my designer for the 2017-18 season campaign. I also technically won "RangersTown Heroes,” but we had to change it last minute to “RangersTown Homecoming,” a plan B I worked on overnight with the marketing team, due to time constraints.
Career Highlight
RangersTown Sqaure
The postseason got us a little extra budget to play with, and so the creative and marketing teams brainstormed different activation ideas together. The first big idea was to bring RangersTown to life with an epic stunt right outside the Garden. It included a variety of fun activations designed to bring the Rangers fans closer to their favorite players.
I carried the energy of the campaign through as many deliverables as possible, especially if the piece would be encountered at the Garden. Whether it was for merchandise, tickets, watch parties and even fundraisers like the traditional beard-a-thon, my copy always punched up the moxie with a strong call to action right in the headline.
