Creative Direction, Copywriting

From last to first time champs; the St. Louis Blues.

The St. Louis Blues, as their best year ever came to a close, sought a campaign capturing the emotion and peculiarities of their fairy tale season while resetting their focus on 2020.

As we reflected on the assignment and the immensity of the city’s first Stanley Cup win, it became clear that simple was the way. How better to end 2019 than saying thank you to the fans that never gave up hope?


Pulling from an entire region’s collective memory, this campaign reminisces on the bud light fueled parties, parades and particulars of June 2019. Some esoteric and some of broad appeal, the headlines tell a story that will always be remembered. All punctuated with a salute to the city who will never forget. Emphasized by the minimal design and elegant type, the coveted Stanley Cup proudly underlines the creative — the perfect end to the imperfect season.


Leveraging broadcast, social, and print media, this powerful farewell to 2019 hyped up St. Louis for a giant 2020. Let’s go Blues.