Creating a portrait series driven by custom typography, storytelling and striking photography.
CHALLENGE
We were tasked with capturing the individual stories and personalities of key players. One slight problem, they were preparing for the playoffs and had no time for our nonsense. “You have 5 minutes with each player,” we were told. “No pressure.”
STRATEGY
Players are often featured in their sweaters, sporting helmets, equipment, etc. There’s a uniformity and a lack of individuality associated with that, largely on purpose. Rarely, if ever, are they shown in street clothes in promotional materials. So we decided to do a series of portraits that blended their off-ice persona with the on-ice versions of themselves.
CREATIVE SOLUTION
Given our limited time with each player, we set up a seamless backdrop, a stool and a simple lighting setup. Each player was photographed in their actual street clothes as they walked into the arena, with no styling or propping. Doing this allowed us to capture the authentic essence of each unique personality without the glam and glitz of the typical, commercial dog and pony show.
For each portrait, we used bespoke typography to visually highlight the personality of each athlete. From ornate, gilded letterforms to retro arcade typography to hand-drawn type influenced by Spanish bullfighting, each poster tells a unique story. Short, narrative stories painted a picture of each player’s on-ice personality to form a complete picture of each.
The portraits were unveiled during the Stanley Cup Playoffs for a select number of privileged fans. The work was framed and displayed within the TD Garden in an exclusive “hidden gallery” complete with a tuxedoed cellist and passed hors d’oeuvres.
COLLABORATORS
Brian Babineau
