Welcome to Rangerstown 

The 2014 New York Rangers season was defined by a thrilling run to the Stanley Cup Final. I wrote and art directed 2 television commercials that unified New York City and the entire tri-state area as a single passionate community bound together by the New York Rangers.

📺 1.45 million viewers

watched the 2014 NHL playoff run on U.S. television (17 year high.)

Larger than the city

The 2014 New York Rangers season was defined by a thrilling run to the Stanley Cup Finals, but off the ice, it was marked the "Rangerstown" advertising campaign. It was launched early in the season to capitalize on the team's momentum, Rangerstown was a unifying concept that unified New York City and the entire tri-state area inviting everyone to be a part of Blueshirts territory.

Rangerstown didn't just sell tickets, it tapped into peak playoff hype and converted it into long-term brand equity.

Bringing the Arena into the City

What made the campaign so fun and memorable was its hyper-local narrative settings, that featured fully kitted out Rangers stars like Henrik Lundqvist. From an energetic fan filled Madison Square Garden, to a quiet suburb in White Plaints, the commercials transformed everyday moments into an extension of the arena experience.