Boston Bruins


Agency: GYK Antler


When we think hockey (Bruins hockey specifically) we think gritty, tough, hard-nosed play. We think about a century of blood and sweat.

Integrated creative agency GYK Antler and production company Big Brick created the long-form spot “Stitches” (3+ min) to kick off the Boston Bruins’ centennial season for Opening Night on October 11, as an expression of the “Blood, Sweat & 100 Years” centennial brand platform.

On the surface, “Stitches” refers to the sewing up of a cut on a player's face (right before heading back to the ice without missing a shift). But it also refers to the stitching found in Bruins’ jerseys for the last 100 years. It’s the gold thread that connects 1924 to today.

The spot is a love letter to the city of Boston and generations of fans. It lets us reflect on a century’s worth of Bruins hockey through the lens of a lifelong fan. It’s in this fan’s workshop where we see a massive wall covered with artifacts, photos, books, scoresheets, and memorabilia amassed over the years.

We see our “stitcher” pull a gold thread from a spool, a custom score kicks in and the rest is…well, history. As the stitcher begins his work, he looks at this wall, with each artifact triggering a memory, bringing viewers through a historical journey of Bruins moments and lore.

As he finishes and admires his work, his granddaughter walks in. He presents her a Bruins jersey that he’s been stitching the centennial crest onto – she represents the next generation of Bruins fans and hockey players. As they walk out of the workshop there is an ominous push into the wall. The silence is palpable as the music motif/theme kicks back in to symbolize the gold thread continuing for another 100 years.

This professional campaign titled 'Stitches' was published in United States in October, 2023. It was created for the brand: Boston Bruins, by ad agency: GYK Antler. This Film medium campaign is related to the Sports industry and contains 8 media assets. It was submitted 6 months ago by Marcomms: Ginger Ludwig of GYK Antler.


Agency: GYK Antler, Manchester, NH, USA
Creative Director: Scott Nicholson
Associate Creative Director: J.R. Roach
Associate Strategy Director: David Bohl
Group Account Director: Jeff Newman
Account Supervisor: Haleigh Kelleher
Director of Project Management: Kyle White
Design Director: Cassie Watson McElaney

Production: Big Brick Productions, Manchester, NH, USA
Director / Executive Producer: Matt Doyle
Director of Photography: Dan Dunn
Director of Production: Tyler York
Producer: Lisa Neville
AD: Faye Cogen
Senior Editor: Josh Drake
Editor/ Motion Designer: Tori DeYeso
Production Designer: Tara Pavoni

Composer: Chris Plante
Musical Performance: Boston Landmarks Orchestra


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