For the second consecutive year, Apple has partnered with the National Hockey League (NHL) for a “Made on iPad” campaign showcasing the deployment of iPad for the design and creation of goalie masks. This campaign for Canada features six stalwart goalies–Sam Montembeault, Anthony Stolarz, Dustin Wolf, Adin Hill, Thatcher Demko and Logan Thompson–whose 2025–2026 season masks were designed on iPad Pro and Apple Pencil Pro. The campaign spotlights goalies and their chosen mask artists–Jordon Bourgeault, Dave Fried, and Travis Michael–as designs evolve from initial concept to rink-ready artwork using iPad.
This film–directed by Warner Shaw via production company Be Grizzlee for agency TBWA\Media Arts Lab Canada, highlights the collaborative process between goalies and their mask artists.
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Credits
Client Apple Agency TBWA\Media Arts Lab Canada Production Company Be Grizzlee Warner Shaw, director. Music “My Way” by Shungudzo, St. Tropez and Dr. Chaii
This holiday season banking/financial services company Erste Group and ad agency Jung von Matt DONAU, Vienna, present “Carry the light,” a tender reimagining of a journey that shaped history, told through the eyes of the animal who carried it forward. Directed by Daniel&Szymon of Arts & Sciences, the film follows a humble donkey’s quiet path from burden to purpose, echoing a universal longing to be seen, valued, and believed in.
Echoing Erste Group’s ongoing #glaubandich (“believe in yourself”) brand platform, the story explores how small acts of kindness and faith can inspire transformation. As the donkey carries Mary and Joseph toward Bethlehem, his awakening becomes a metaphor. “Erste’s 2025 Christmas campaign reminds us that hope and gentleness often come from the smallest among us. It’s a story about compassion, determination, and the idea that each of us carries something meaningful to give. In a world like ours, it’s more important than ever to inspire people—to show respect, offer support, and encourage everyone to believe in their own strength,” says Nina Pentek, responsible for the production at Erste Group. “We also want to remind people that no matter how things may seem, they can always find a light within themselves—and that light can make all the difference!”
Mike Nagy, managing director and executive creative director at Jung von Matt DONAU, added, “This is a small story with a big heart. It was important for us to tell the #believeinyourself message in a festive, emotional context — while standing apart from typical seasonal advertising.”
Shot in the breathtaking Atlas Mountains of Morocco by cinematographer Barry Ackroyd, ASC (The Hurt Locker, Detroit, A House of Dynamite), the... Read More
