Arizona Coyotes
A Pack Apart
Art Direction

A re-brand for the NHL's Arizona Coyotes – a team that's faced trials and tribulations unmatched in professional sports.

As a result, the team had developed a reputation they were eager to shake.

Tasked with developing a multi-season campaign that could shift their reputation, we chose to celebrate the resilience of their underdog fanbase: a counter-cultural group who passionately followed a team many would argue were out of place.


Agency: 160over90, Newport Beach
Executive Creative Director: Tammo Walter
Creative Director: Kyle Arango, Sean Wood
Copywriter: Nick Micale