THIS IS WHAT WE PLAY FOR

‘This Is What We Play For’ is a Winnipeg Jets brand spot that launched the 2024 Stanley Cup Playoff campaign. The intention was to create a team-focused video that encompassed the details, culture, and skill that set the Winnipeg Jets apart during the 2023/24 season, and to carry that momentum into the playoffs. One of the ways this was accomplished was by pairing hand-written messages from Head Coach Rick Bowness with sound bites from staff, players, and coaches.

The authentic messaging from inside the dressing room and rink brought fans closer to the team they are so passionate about. This project featured an original soundtrack written by Jackson Fish and project lead Caleb Snider, produced by Jackson Fish. The soundtrack was carefully crafted to not overpower the message, but rather discretely support it; a nod to an arena-style organ and choral back up meshed perfectly with the sights and sounds of hockey.