NHL BREAKAWAY

While serving as Head of Design at Sweet, I led the creative vision and a multidisciplinary team in building NHL Breakaway from the ground up. Together, we pitched, designed, and produced the complete digital experience—including the brand identity, website UX/UI, original illustrations, animation system, sound and music direction, and complex 3D assets.

To support the project at scale, we created adaptable themes for social video content and an After Effects toolkit capable of generating thousands of unique puck-explosion highlight animations. From the earliest pitch through final production, I worked closely with my team to establish a cohesive creative language and bring the full experience seen on NHLBreakaway.com to life.