Role: Creative Director
Agency: Refinery
Scope: Leading Creative Direction for a full-spectrum 360 campaign across dual English and French releases

Project:
Spearheaded the creative direction of this Audible Original campaign across digital, video, social, out-of-home, and more.

Sidney Crosby tells his story in his own words. As one of the greatest NHL players of all time, he reflects candidly on his 2005–06 rookie season with the Pittsburgh Penguins. From being hailed as a Canadian phenom dubbed “the next Gretzky” to an 18-year-old bearing the weight of a struggling franchise, Crosby shares the intense pressure he faced, the surreal experience of playing alongside his childhood idol Mario Lemieux, and the truth behind his rivalry with Alex Ovechkin. With insights from family, coaches, and former teammates, listeners get an all-access pass to one of the most scrutinized and turbulent rookie seasons in professional hockey history. Hosted by Joe Manganiello.

The French version, Sidney Crosby : l’année recrue, was released simultaneously, featuring actor Mathieu Baron as Crosby’s voice and hosted by Paul Houde.