Description
Apple partnered with Sam Montembeault to help young hockey players design their own goalie masks using iPad Pro and Apple Pencil Pro. The initiative debuted during the Quebec International Pee-Wee Hockey Tournament, turning one of the sport’s most personal pieces of gear into a digital creative canvas.
A short film and interactive activity invite young fans to sketch their own mask designs on iPad, celebrating the tradition that a goalie’s mask is more than protective equipment. For many players it becomes a personal signature, reflecting alter egos, hometown pride or family stories that shape their identity on the ice.
The campaign also highlights the professional artists who bring many iconic goalie masks to life, connecting young players with the craft behind the sport’s most recognisable designs. Rather than focusing on technical specs, the storytelling centres on creativity, self-expression and the emotional journey behind every mask.
This professional campaign titled 'Pee-Wee Hockey Masks' was published in Canada in March, 2026. It was created for the brand: Apple, by ad agency: TBWA\Media Arts Lab, Canada. This Film medium campaign is related to the Electronic Devices and Sports industries and contains 1 media asset. It was submitted 18 minutes ago.
