Mask On / Anaheim Ducks

The Challenge

How do you strengthen fan identity in one of the most competitive sports markets in the country?

The goal of Mask On was to transform one of the Anaheim Ducks' most recognizable brand assets into more than a logo. We needed to create a multi season-long movement that encouraged fans to proudly represent the team while driving engagement, merchandise sales, and ticket revenue.

The Approach

Instead of treating the mask as a one-night giveaway, we built a campaign around it. Through cinematic storytelling, social-first content, and fan-driven moments, Mask On evolved into a recognizable ritual that fans embraced throughout the season, both in the arena and beyond.

My Role

I collaborated across production and post-production to help bring the campaign to life. I co-produced, shot, and edited a series of social vignettes, edited the campaign's hero film, "Unite the Flock," and captured opening night coverage during the arena-wide mask giveaway. All of this was done with the mindset of crafting social-first content that reinforced the iconic identity of The Mask.

I also edited the award-winning campaign case study that documented the creative strategy and impact of the initiative.

Deliverables

"Unite the Flock" Hero Film · 5 Social Vignettes · Season Opener "Match Cut" Social Video · Campaign Case Study Film

Creative Takeaway

One of my favorite parts of this project was seeing how a simple creative idea grew into something fans genuinely embraced. It reinforced my belief that the strongest campaigns don't just generate views, they give people something to identify with.