Ice hockey for dummies
Frölunda Hockey Club came to us with a challenge: how do you open up the world of hockey to people who might not be attending games simply because they don’t understand the rules? Hockey can be intimidating for newcomers, and Frölunda wanted to break down that barrier with something clear, fun, and inviting. We created a fully animated explainer video that introduces the basics of hockey in an engaging, easy-to-follow way.
The visual style of the video was purposefully minimal, designed to help viewers focus on key details like rink markings, the scoreboard, and rules like icing. At the same time, the animation reflects the energy of the sport itself: sharp, fast, and fluid. Hockey moves between high-speed collisions and graceful flow, and our animation was built to mirror that dynamic rhythm.
Creative Direction
Illustration
2D animation
Character Design
Character animation
An approachable, high-energy explainer that demystifies the sport and welcomes new fans into the arena. It helps Frölunda create a more inclusive fan experience while staying true to the spirit of the game.
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Service design