The Sharks needed something simple: to fill more seats. Our approach was to have the Sharks reciprocate the support that their avid fan base has always shown with this concept: You Cheer for Us, We Cheer for You. The idea would have the Sharks players show up in everyday-life to cheer on the fans in their jobs. The TV spots earned an Emmy. My supporting graphic approach (limited to in-game shots) was to dramatize the photographs with a moody, spotlight treatment. Each season I would evolve the look while keeping in the same general style. As they head into the playoffs each year I created a new logo and a new look.
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This campaign was recognized with an Emmyfor the TV spots.