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
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.

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