NHL All Star Game

2023 NHL All Star Game goes to South Florida


The 1994 NHL All Star jersey was the most popular of all time and became the inspiration for the 2023 All Star Game designs. Adidas brought my team in to establish the creative and design for the launch of the new jerseys in a way that connected to the past and jumped to the future.


AD: Andrew Brynjulson

CD/Photo: Danny McNabb

Video: Neema Sadeghi

Editor: Karl Junquist


Creative Direction

Art Direction



Using a wall of vintage tube TV's, we tried to connect to that viewing experience in 1994.

The new jersey colors were modern and vibrant. Quintessential Miami neon.

The game was set in South Florida and so neon palm trees were fair game.

Get lost in the lights.