A warrior with a flaming hockey stick, portrayed by Lyndsey Fry, a local standout who won a silver medal with the U.S.The film features some stylized game action from Gila River Arena-but not much, focusing instead on the team's respect and adoration of all things Arizona.Īlong with that stirring opening shot, other highlights include: "The idea was to take a fresh look at hockey, not as it is but as it could be-inviting a broader community to see themselves represented in the identity of the organization." "Hockey's been a bit slower than other major American sports to diversify its rosters and its audience, but in a state as multi-ethnic as Arizona, inclusiveness is the key," Juhas says. "The mask at the beginning is old hockey, the static conventions of the sport that the Coyotes are looking to evolve beyond," says Chris Juhas, creative director at MullenLowe, which developed the initiative.
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