Fox Sports Detroit (FSD) came to us looking to create a series of commercials that would air throughout the early stages of the NHL season and drive fans to follow their beloved team to religiously watch games live on FSD. With a hockey season of 82 games, along with competition from other sports and shows, it was critical to create a campaign that wouldn’t just motivate a devoted audience to watch the games, but would truly capture the interest of the casual fan as well. It needed to be emotional. It needed to be different. And most of all, it needed to be authentic to the experience of watching a game on television.