I wish I could talk about this extraordinary strategy and insight that we had developed when working with the Dallas Stars. But some times, creatives are best when you just let them loose to be creative.

That's what happened here. We didn't need to reposition the Stars. We weren't solving a business problem, per se. We just had some donated media that the Stars needed to fill, and they wanted to remind hockey fans how much fun can be had at a Dallas Stars game. Additionally, we had the All Star game coming to Dallas for the first time ever.

Some of my favorite copy lines are in this work. Smart and edgy.

Oh, we also got to create a new fan experience - The Fan Zam. We imagined what it could look like and how it could function. And then had someone fabricate it for us.