It was the honor of the century (no pun intended) to have one of my tagline options chosen to represent the New York Rangers Centennial season. Over a year of work went into workshopping the perfect tagline — writing these words using a deliberate and delicate approach that took into consideration our diverse board consisting of fans sitting in the Blue Seats, alumni who have taken center ice, investors, ex-coaches, and even celebrity ambassadors.
INTERNAL MANIFESTO:
In a city that changes by the minute, we measure loyalty by the lifetime. Together, we made Broadway blue iconic back when TVs were black and white.
One hundred years as Blueshirts. Defenders of The World’s Most Famous Arena. Where legends choose to make it. From Giacomin to Gilbert, Richter to Lundqvist, to a kid with a number that’s yet to be raised.
These many years have made us many things. One hundred years as the classiest team in hockey. One hundred years as the one the world watches. One hundred years in one city as one team, one Garden Faithful, one family.
One hundred years as one.
100 years of Rangers hockey and not much has changed. And that’s a good thing. For 100 years, this ice has produced legends that will be talked about for eternity. It always has, it always will. That’s just what the New York Rangers are all about.
This spot, written and directed by me, seamlessly tied together our entire campaign and hero idea into one 00:30 ticketing spot. Blink and you’ll miss it.
Bonus content: After giving him some feedback on his VO reads, Liam Neeson went on to tell me a was a good Irish gal. He’s so right.
Stars. They’re just like us.
This season, we were given a unique opportunity to pitch creative ideas for our in-arena game presentation. The ask was to tell our history in a way that was engaging and exciting for fans (because, though hard to admit sometimes, celebrating 100 years of hockey is not that exciting when you were only alive for some of it).
Within a few weeks, Mark Messier was sitting in our studio. We had pitched a concept titled “If These Walls Could Talk”, a script dedicated to the fans and their home ice arena.
Yes, I cried the first time this played in the arena. Yes, there is photo evidence. No, you can’t see it.
With our much-anticipated jersey release approaching, we set out to reignite the core spirit of the New York Rangers — resilience, pride, and relentless energy that defines and fuels this city. For 100 years, the color palette of red, white, and blue has been undeniable ours. And that’s how it will be for 100 more.
And who better to tell — and show — our fans? The Captain.
The result? This jersey sold out in less than 24 hours.
To celebrate our first Centennial theme night, The Birth of the Franchise, we took fans all the way back to 1926 when we first started! Lucky commuters early that morning were able to get their hands on The Centennial Chronicle, our old school Rangers newspaper. My “Newsies” dream was brought to life with this stunt, featuring our Blue Crew dressed up in the hottest 1920’s fashion.
The Christmas Spectacular at Radio City is a show like no other. From kicklines to dancing Santas, the Rockettes deliver holiday magic every single night.
In their 100th year, we chose to center the creative campaign around the strength, athleticism, and sisterhood of the women and their dance.
The hook: The Rockettes have set the stage, and spectacular is happening in finally happening again in NYC. See it for yourself at Radio City Music Hall!
Bonus content: To film this, we had to shoot from 11PM - 5AM in order to shut down the street. This timeframe happens to be the witching hour to New York cockroaches. The Rockettes are champions!
This isn't just any holiday tradition. It's the holiday tradition. For a century, the Rockettes have been perfecting their art. From costume changes to dynamic choreo, they've made their holiday season a spectacle.
To showcase their 100th year, we put together this paid social campaign that highlights and emphasizes everything the troupe stands for: sisterhood, tradition, and precision. Beyond that, they also just look really dang good and play really dang well on social platforms.
These concepts were captured at a content day we got approved specifically for this campaign, which was a big budgeting win!
With the Rockettes troupe changing every season, I was asked to come up with a new way to tap audiences without using photography or show footage.
I put together an entire audio-based campaign using revamped copy, some killer animation, and a Rockettes-owned music bed.
This campaign led to record-breaking audition applicants in the 2025-26 Christmas Spectacular season.
With a line as bold as “join the line that defines spectacular”, it felt important to me to actually show the line.
Simple, quick, and effective fixes are what I’m all about, and this carousel allowed us to drive engagement, allowing us to target interested dancers even further throughout our campaign.
From our brief: “Here’s how we want consumers to think/feel: I need to be here because the experience is more exciting, this team has the ability to win, and it’s so much fun to be a part of.”
Growing up a Rangers fan myself, I’ve experienced many games at The Garden — mostly losses (just my luck). Win or lose, I’d leave fairly content if I could sing the Goal Song just once.
Whether you’ve been a fan of this franchise for 30 years or 30 minutes, there’s no denying that a simple 00:30 second song can rally all 18,006 attendees together.
Knowing that the Playoffs were an opportunity for us to garner new fans, and heighten interest of New Yorkers still on the fence about supporting this hockey team, I knew that the Goal Song was the perfect way in.
Our Goal Song is the best in the biz, and I wanted to show everyone that the whole city was gonna be singin’ it.
In a city that has everything, we wanted to make sure that all five boroughs knew that THIS was the only thing you needed to know about for these next couple of weeks.
This evergreen individual ticket headline was used across all digital, OOH, and social assets, alerting the tri-state area that their show is on, and we need everyone on maximum volume.
An exciting post-season also calls for exciting post-season merch. As someone who is constantly complaining about sports gear being a “one-size-fits-all” situation (more on that in person), I really wanted to hone in on this. Working with our senior designer, we pitched multiple shirt concepts, leaning in to current trends and things that made the New York Rangers, the New York Rangers.
We were thrilled that two of those concepts were released to the public. The first being our “Blueshirts Magazine” concept — an idea that this team was made for the main stage in the greatest city in the world.
The second concept was my pride and joy and the best-selling piece of merchandise we had throughout the entire postseason. Something that was uniquely ownable to our team was the batch of nicknames we, as a fanbase, had managed to give almost every one of our players. I saw this roster as a can’t-miss opportunity to create customized t-shirts that can only be understood by our true fans. These shirts sold-out so quickly, they had to be restocked twice.
Our Pass the Joy campaign, pushing holiday deals and offers every winter, gave me the opportunity to keep content a bit lighter and fun.
For our 2024 campaign I tapped into our insanely talented motion designer team to bring my Rangers holiday tale vision to life. Anyone can write a Christmas story, but no one can write this Christmas story.
Spearheading and leading the creative for this campaign each year is better than any gift underneath the tree.
Motion Designer: Chaz Carter
While assets remain mostly functional for this brand, I’m allowed just a little bit of wiggle room for this campaign. And if you give me an inch, I’m going to take a mile.
Basically, if you want me to lean in… I’ll lean in.
With a show called POTUS opening in the spring of 2022, audiences weren’t quite sure what to expect. I wanted to be abundantly clear that this show would be a safe space from actual political talk. First things first, we had to get the cast out into the world.
With a crowded Broadway space, we knew that an all-star, all-female cast would drive engagement and, hopefully, some quick conversions.
With the cast scattered all across the country, we knew we to rely on a good script and our casts ability to film a selfie video.
Reach: 1MM
Impressions: 1.9MM
Conversions: $197.9K
While I simply ADORED working on this show, the lengthy and vulgar title proved to be a huge obstacle when the play was first announced. My first task at hand was a TVC script that highlighted the comedic tone of the production, and producing something that emphasized that tone (without having access to the cast).
CD: Callie Goff
Women aren’t funny? Think again.
Knowing that we usually have about three seconds to capture a consumers attention, we didn’t want to open this spot like any other Broadway show would do. While word-of-mouth was spreading, it wasn’t quite catching on like we needed it to.
Here was an unconventional way to create our post-open spot and share our positive theater critic quotes.
CD: Callie Goff
Broadway only happens in New York, and New York only happens with scaffolding.
When our theater was announced, my team realized it was covered in scaffolding. Classic.
Instead of shying away from it, my CD wanted to lean in to it.
Using the scaffolding as an advertising opportunity, I provided some short and snappy lines to make our theater a true New Yorker.
Partnering with some bars around the theater, I provided copy for POTUS-branded coasters.
My personal favorite (and mantra, I suppose): The only thing we have to fear is how hungover we’ll be tomorrow.
As the show progressed, we wanted to target new audiences. Mainly testing on paid social placements, I provided specific copy targeting Millennials, feminists, college students on a budget, and more.
You’re still here?! I must be doing my job. Here are a few more things I’ve worked on that I’m proud of.
When we say it takes everyone, we're talking about everyone. Every fan, every coach, every player – everyone who has stepped through the doors to the rink.
We used the iconic jersey piping to bring all of those individuals together. That’s how we create New York Rangers magic at The World's Most Famous Arena.
Copywriter 🤝 Comedian
Working with Mike was a dream because no idea was too big, small, silly, or serious.
It was hard for Mike to give his elevator pitch for the show he was starring in — it was far too complex and complicated to hold someone’s attention. What’s the best way around that? Simple: the elevator door is closing, sorry!
Role: Elevator Door Tester (and copy, of course)
CD: Callie Goff
Little Shop of Horrors was theater-kid Kelly’s pride and joy as a creative.
Our client had asked if we were able to tailor our copy for each individual Playbill print ad. The question was unheard of, but when we found out it was possible… the rest was history.
Above you’ll see my copy published for Six, The Music Man, and Into The Woods Playbills.
