OG1 x Atelier New Regime Collaboration

OG1 x Atelier New Regime

The Montreal Canadiens Brand Awareness Campaign
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Ideation & Creation
Content Strategy
Storyboarding
Production Management
Art Direction
Casting
Location
Post-Prod
Photography
Original Music
Sound Mixing
Multi-Day Shoots

2023

Two Montreal legends, the historic Canadiens de Montréal and streetwear icon Atelier New Regime collaborated to launch a capsule, marking the debut of the OG1 brand. OG1 represents the team’s place as the “Original 1” of the 6 original NHL teams, and their partnership with New Regime highlights the blending of historic rebels with today’s cultural revolutionaries. We captured this spirit of perseverance and dauntlessness through a cinematic trailer.

The multi-day shoots spanned across the city, highlighting the juxtaposition of Renaissance and contemporary architecture while narrating the epic tale of the underdogs. This unwavering commitment to the city, despite all odds, was captured through a series of stoic shots, highlighting both the faces of Montréal and our exclusive footage of team captain Nick Suzuki. Our campaign visualized the untold stories of diverse communities, celebrating the city’s legacy while forging a new path at the intersection of streetwear and sports.

Every quest is an opportunity to spark innovation, forge relationships and foster growth. _{Project Index}

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