For the first time in a long time, BAUER were releasing new goalie gear. And it wasn't a small thing. They'd gone back and pretty much designed pads, gloves and skates from scratch. With the help of one of the nicest guys in hockey, Henrik Lundquist, and with just days to prepare, we created a whole campaign that brought the technical benefits of the new gear to life in an engaging and fun way.

Full Page Spread

Full Page Spread

It had to feature a shot of Henrik. The rest was up to us.

BAUER MACHINE v MACHINE CHALLENGE - REBOUND DISTANCE

Bounce a puck from one goal to the other? Sure, why not.

BAUER MACHINE v MACHINE CHALLENGE - REBOUND CONTROL

With no seems on the front of the pads, Henrik could fire pucks wherever he wanted them to go. In this case, into two small goals to his left.

BAUER MACHINE v MACHINE CHALLENGE - ENDURANCE

Well, it wouldn't have been fun if we didn't see how far we could push one of the greatest goalies of all time.

A MANIFESTO

A MANIFESTO

A little teaser, just to let goalie's know that there was something big coming. And it was just for them.

It even made it into French.

Tumblr