The Machine

From forgettable sports b-roll highlights 
To a goose-bump-inducing hockey nightmare.

CHALLENGE

Hockey is a relentless, violent and brutal game. And the Bruins, in particular, have long had a penchant for mercilessly beating down their opponent, blending skill with brute force. Knowing this, we asked ourselves an important question: Could a spot for the Boston Bruins Stanley Cup Playoff run actually make children cry? The answer, of course, was yes.

EXPERIENTIAL

We utilized 20,000 custom LED light bracelets, synchronized to our film, to create an unforgettable audio-visual fan experience in the arena.
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Collaborators

Eddie "The Dead" Ringer
Wax
Company 3
Joseph Bicknell
The Halluci Nation