FaZe Islanders Campaign Creative Direction

The FaZe Islanders (FaZe Clan x NY Islanders) Campaign was created in an effort to capitalize on the overlapping fanbase between sports fanatics, gaming, and content consumers. 


My involvement was to Creative Direct the activation and execute all brand assets with my team of designers. The first FaZe content house was birthed out of iconic “NY House” in long island, so there was a historical tie to our core fan base. We decided to partner with the NHL23 Esports Team and World Champ Eki as an opportunity to introduce both FaZe fans and NY islander fans to their existing Esports devision.

FaZe members use the team name (or clan tag) “FaZe” ahead of their name in order to identify themselves, so we build the activation around “recruiting” the Islanders fisherman (seen in their reverse retro jersey’s) and make him an official FaZe member.

This gave me a some room to find a design solution with their classic IP and introduce elements from our brand with theirs. In conclusion we were able to have the Islanders fisherman to “FaZe Up” using his hands and have our logo joint with theirs. With the addition of “FaZe Islanders” as a key messaging, we were able to create exciting merchandise, animations, on ice projections, and even the big screen in the arena.