In Boston, hockey isn’t just a sport– it’s a religion. Harnessing the city’s long cultural obsession with the Boston Bruins, we created a campaign that relied on real people, authentic places and the organic marriage of the city and it’s hockey team.

We found newborn babies named after Bruins players, bikers with tattooed tributes to the team and firefighters whose protective gear wore the team’s insignia. Using the weathered faces of Southie old-timers, bumper stickers, dive bar ephemera and a collection of epic tattoos, we paid tribute to a real allegiance that could never be manufactured or fabricated.

Shot amidst an epic, three-day snowstorm in Boston’s most historic neighborhoods, the short film takes an intimate and cinematic look at the team’s emotional impact on the city and it’s residents.

Using vintage, Soviet lenses from the 70s, a filmic grain structure and a wide, 2:35 aspect ratio, we looked beyond the highlight reel footage of typical sports content and inside, stared deep into the gritty soul of Boston’s most hardcore fanbase.

In just one week, the film received over 1 MILLION views and was shared 75,000 times.

Despite poor team performance, game tickets sold at a record pace.

After viewing the film, several fans even got the campaign tag-line, “In our Blood”, permanently tattooed on their body.

Film was featured in sport press, hockey blogs and fan sites all over the world.