LA Kings

Los Angeles’ Stanley Cup-winning NHL team


The LA Kings had 4 overarching goals for their campaign: growing the game, representing every kid’s dream, capturing the spirit, and showcasing diversity. The purpose was to highlight a great sport in a great city by looking through the eyes and minds of kids and families falling in love with both.

Our Work

We Are All Kings depicts a diverse group of children as they are exposed to hockey at different levels as fans and athletes. Using the emotional pull of archival Stanley Cup footage and announcer audio, the commercial celebrates cross-generational LA King pride, passed down from passionate fan to passionate fan.

PROJECT: 'We Are all Kings' Commercial
WHAT WE DID: Video Production


We Are All Kings was a success in connecting the next generation of fans, families, and the greater LA area around various community-focused outreach points for the NHL team.

Multiple versions of the broadcast spot were run across California networks, including Fox Sports West. The stills captured during the production also ran as

a multifaceted billboard, print, and public-facing campaign around the LA area, which produced a strong visual tie to the broadcast campaign.

Finally, produced content was repurposed and used internally throughout different levels of social media, game videos, and actual STAPLES Center pre/post/mid-game entertainment.