Nike Sportswear approached Breadwinner Creative Agency in October of 2011 to create a custom truck designed to travel to outdoor shinny hockey games. A unique experience that provided free skate sharpening, free products, hot chocolate and coffee services, a DJ booth, interactive gaming system and a retail environment.

I was asked to create the branding for the campaign which was tagged, 'Shinny Always On.' It had a geographic component specific to Toronto's North, South, East and West regions, as well as an overarching campaign that needed to be versatile in terms of applications. The branding was applied to everything from the sides of the truck and a zamboni, to an in store environment at the Nike flagship store in Toronto, to hockey cards, apparel, outdoor arenas and online components of the campaign.

I also worked on concept development for both the photography and video components of the campaign which included NHL stars, Alex Ovechkin, Dion Phaneuf, Luke Schenn and PK Subban. These photographic images were used to create a series of hockey cards and posters that were handed out from the truck. A video was displayed on a flat panel TV that was installed into the passenger side of the truck.