Watch the game change.

Client

SMAHL Hockey

Service

Brand Launch Campaign

Introduction

As SMAHL prepared for their long-awaited product launch, they partnered with us to build a story that didn’t just show a mini-stick game but reminded people what it felt like. Together, we set out to create a nostalgia-powered brand launch that would spark emotional connection, build early hype, and introduce the next generation of mini hockey to families everywhere.

The creative challenge

SMAHL’s founder had a clear vision: evolve the game every hockey-obsessed kid grew up with while keeping the heart and chaos that made it unforgettable. But with a brand-new product entering a crowded toy + training market, SMAHL needed more than visuals; they needed a story. Something that blended childhood memories with a modern, tech-forward upgrade. Something that resonated with parents who once lived it… and with kids who were about to.

Our task was to shape a narrative that captured:
• The magic of old-school mini sticks
• The frustration of the “tape-ball-under-the-couch” era
• The excitement of a product built for today’s players
• The emotional bridge between generations who love the game

We needed to create a brand launch that tugged at nostalgia, pushed a modern edge, and positioned SMAHL as the premium, thoughtful evolution of the sport.

SOLUTION

We developed a story-first campaign built entirely around a single emotional insight:

‍Every hockey parent remembers the chaos
Every kid still wants the fun
SMAHL brings both worlds together

Our approach included:
• A cinematic hero brand story video
• Three high-energy social cutdowns highlighting game features + nostalgia
• A polished Amazon product video
• Forty professionally shot lifestyle + product images

All built from a core narrative of nostalgia → frustration → transformation → joy.

We used classic mini-stick memories (curving sticks over the stove, hotel hallway tournaments, tape balls) to transport parents back in time… then contrasted it with SMAHL’s foldable net, precision targets, and no-bounce smart ball to show how much better the game could be today. The final result was a launch that felt heartfelt, funny, and instantly relatable; all while introducing a product designed to evolve the game for the next generation.

result

SMAHL launched with massive momentum selling out their limited pre-Christmas inventory (426 units) within their preorder window and building a waitlist of over 2,200 families before launch day. The story-first approach didn’t just introduce the product it built a movement.

‍Interest spiked.
Preorders surged.
Families connected emotionally with the SMAHL brand before ever touching the game. This launch helped SMAHL enter the market not just as a product but as the new standard of mini hockey.