Playoff Mode

When the San Jose Sharks reach the NHL Stanley Cup playoffs, they enter Playoff Mode. We created a marketing campaign for the Sharks to help get the entire community into Playoff Mode. 23 unique neon designs were created, one for each player, and the theme and idea was carried throughout TV commercials, digital videos, social promotions, in-stadium graphics, towels, giveaways, you name it. The Sharks Playoff Mode Campaign took them through the 2018 and 2019 playoff runs, culminating in their dramatic Western Conference Finals battle.

And yes, The Shark’s Playoff Mode came long before the NBA’s Playoff Mode, but we love to see how differently others execute on a similar idea.

Our neon logo was the centerpiece of the campaign with on-ice and in-game designs changing through the playoffs.

We designed a neon logo as the centerpiece of the campaign with on-ice and in-game designs changing through the playoffs.

The campaign is built around a series of 23 unique neon designs, one for each Sharks player.

The campaign is built around a series of 23 unique neon designs, one for each Sharks player.

Designs were made into stadium signs, billboards, rally towels, in-game graphics and merchandise.

Designs were made into stadium signs, billboards, rally towels, in-game graphics and merchandise.

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Neon signs and neon billboards went up all over town and fans could sign up to win one.

Neon signs and neon billboards went up all over town and fans could sign up to win one.

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Jumbo celebrates Goodrow’s game 7 game winner that shocked the hockey world. The next day, we released a new spot Starring the two that seemed to predict this outcome all along.

Jumbo celebrates Goodrow’s game 7 game winner that shocked the hockey world. The next day, we released a new spot Starring the two that seemed to predict this outcome all along.

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