Apple NHL Goalie Masks, Made on iPad – Season 2 2025

About

Apple highlights the intersection of sports culture and digital creativity in the second season of its NHL Goalie Masks project. This commercial campaign features professional goaltenders collaborating with artists to develop custom gear designs, illustrating how creators leverage mobile technology to conceptualize high-detail graphic work. The production transitions between intimate text-based creative briefings and overhead documentation of the drafting process. With a blend of live-action technique and 3D render/CGI elements, the imagery focuses on the precision of the Apple Pencil and tablet interface, capturing specific artist illustrations including animal motifs and skeletal designs. TBWA\Media Arts Lab - LATAM, Canada & US Hispanics led the agency and creative development, while Be Grizzlee managed the production.