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NHL's "DraftKings Fantasy Hockey" Campaign


Kristien Brada-...
Wednesday, Feb. 11, 2015


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Undefined Creative was recently tapped by the NHL on an ad campaign that uses 3D animation and a dose of ingenuity to bring DraftKings fantasy hockey gaming to life. The goal behind the design-driven spots was to introduce NHL fans to the DraftKings alliance and its exciting game play experience while highlighting some of the exclusive NHL sweepstakes events DraftKings gamers have the chance to enter and win.

The New York-based design shop needed to simulate DraftKings’ fantasy game playing experience in a much more exciting way than providing a screen-by-screen tutorial. So, to give the campaign its ‘hook,’ Undefined Creative designed 3D avatars, each representing a fantasy team’s player position. Then, combining techniques, they added a fun visual allusion to the selection process.

Undefined Creative delivered five different campaign elements now airing throughout the US and Canada on NHL Network and and its digital platforms.



Kyle Liggon, NHL Producer
Tom Schiller, NHL Producer

Undefined Creative

Maria Rapetskaya, Creative Director
Cathy Humphrey, Executive Producer
Jesse Roff, 3D Animation
Cynthia Beauclair, 2D Animation
Ricardo Barros, 2D Animation

Hobo Audio Company

Diego Jimenez, Audio Engineer

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