Client

Aycane, co-founded by legendary ice hockey player Peter Forsberg, is a brand dedicated to pushing the limits of performance gear for athletes. Their high-quality products—such as cut-resistant base layers and specialized skate socks—are designed to provide the utmost comfort, protection, and durability on the ice. In collaboration with top athletes like NHL stars Timo Meier and Moritz Seider, Aycane continually refines their gear to meet the needs of professional players. Since 2024, Aycane has also expanded into organizing ice hockey camps aimed at developing players’ skills, offering a comprehensive approach to supporting the next generation of talent. In addition, Aycane proudly supplies gear to top club EV Zug, showcasing their commitment to excellence at every level of the sport.

Type

Promo

Timeline

June 2024

Place

Engelberg, Switzerland

Project Breakdown

Client Appeal

This video elevates Aycane’s brand by highlighting the energy, passion, and skills of a key player in action on the ice. The dynamic drone footage provides fresh perspectives, showcasing how Aycane’s innovative approach and performance gear support athletes in real-game conditions. By capturing the intensity and dedication of the player, the video enhances Aycane’s image, offering viewers an engaging and unique view of ice hockey that aligns with the brand’s modern, forward-thinking identity.

Project

"EDGE OF THE ICE: ICE HOCKEY SKILLS IN ACTION" is designed to create an engaging video that captures the energy, skills, and excitement of ice hockey. In focus is a player who showcases his abilities on the ice, demonstrating the passion and dedication. This video perfectly highlights what Aycane stands for—an innovative approach to hockey. By incorporating dynamic drone filming, it provides unique perspectives that enhance the visual storytelling, allowing viewers to experience the intensity of the game in a new way.

Client Comment

Capture the intensity and excitement of the game from unique aerial perspectives.

Engage viewers with an immersive experience that brings them close to the action.

Inspire audiences by presenting new angles that elevate the appeal of ice hockey.

Align the video with Aycane’s brand image and style.
Capture all essential footage within a focused 10-minute session.

Optimized for Instagram format to ensure the video looks great on social media including shorter video length.

Use black-and-white color grading to match and reinforce Aycane’s brand aesthetic.

Incorporate the stopping scene from the Unleashing the Game video.

There were no specific guidelines for storyboarding or video creation, allowing ALATE full creative freedom to craft the video independently.
Challenge: A limited time of only 10 minutes was available for the shoot.

Solution: Through clear communication with the player, we prioritized and planned specific sequences to capture, ensuring we made the most of the short timeframe to film the most impactful moments.
Close-up, action-packed shots that bring viewers directly onto the ice.

Smooth, agile drone movements that mirror the fast pace of the game.

High-energy tracking shots that follow the players and puck with precision.

Short, dynamic sequences with seamless transitions to maintain viewer engagement and excitement.

Slow-motion shots to emphasize key moments and add dramatic impact.
Song: Add9Audio - Getaway (Instrumental)

Genre: Electronic / Hip Hop

Mood: Serious, Dark, Exciting

High-energy soundtrack to match the intensity of the on-ice action.

Instrumental focus to keep attention on the player’s movements and skills.

Dynamic rises and drops in music to emphasize key moments and transitions.

Bold sound design paired with authentic ice hockey sound effects—shots, stops, and skating—brings the action to life, immersing viewers in the on-ice experience.

Music aligns with Aycane's brand style, enhancing the modern, bold, and performance-driven image.