Venue event · NHL
NHL Winter Classic.
Bringing hockey’s outdoor showcase to life on social as the ballpark became a rink.
The approach.
When the NHL brought the Winter Classic to Miami, the goal was to prove loanDepot park is far more than a ballpark. We documented the impossible in real time: a baseball field in South Florida turning into a sheet of ice, from the build-out and rink reveal to game day under the roof. The novelty of hockey in Miami did the hooking, and every post kept the venue at the center of the story, introducing loanDepot park to a national hockey audience and positioning it as a destination for the biggest events in sports.
Results.
30M+
Views across all social platforms
The work.
Reels from hockey’s night in Miami.
