WHAT IT IS:
The #TAPEOUTHATE campaign spotlighted the experiences of racialized professional hockey players in the NHL, uncensored, in a powerful two-minute video, that called on fans to take action and stand in solidarity against racism in the world of hockey and beyond – and the design mechanism we used was the tape itself – simple and most impactful!
Role: Designer / Art Director
Client: Budweiser & The Hockey Diversity Alliance
Client: Budweiser & The Hockey Diversity Alliance
![](https://cdn.myportfolio.com/687ae9fb490f440471bf670160bfb815/ea1d8a09-2ba2-4479-86c6-5ca82383798d_rw_1920.png?h=4e0554239ce4c1c71b121947e1c6fc36)
![](https://cdn.myportfolio.com/687ae9fb490f440471bf670160bfb815/7435c22e-cb8f-4bf1-8010-03a5bd477074_rw_1920.png?h=d7eab5ce40b5b65f860d660712622cd9)
![](https://cdn.myportfolio.com/687ae9fb490f440471bf670160bfb815/936c4666-0023-4697-83f0-ca7320867cb8_rw_1920.png?h=53a5dee439ed4119ed46707fb284114a)
![](https://cdn.myportfolio.com/687ae9fb490f440471bf670160bfb815/085584ee-0490-40c5-bbfa-9cebb26d103b_rw_1200.png?h=ac0ca93c6c745acd31cbee45e58acf27)
![](https://cdn.myportfolio.com/687ae9fb490f440471bf670160bfb815/358e1ffa-5808-445d-9bab-9a9ae6fe5a4e_rw_1200.png?h=db817d240ddae09927705ef393532cd3)
Over 2,000 rolls of physical #TAPEOUTHATE hockey tape sold out online within 6 hours of launch and continue to be sold at Canadian Tire across Canada today.
Not enough projects leave you feeling like you are changing the world – even if it's your own little corner of it!
#TAPEOUTHATE did more than that! It's a career high of the kind of work that feeds ones soul.
#TAPEOUTHATE did more than that! It's a career high of the kind of work that feeds ones soul.