Omnipod x Max Domi
Our Role
The more we looked at the brief, the more we realized our role was to find the emotional centre of the campaign.
Then tell the story.
Because that's really what happened.
It was what hockey demanded of someone living with diabetes.
Instead of showing Max playing the game, we wanted the audience to experience what it felt like to live inside it, inside his brain.
That creative shift changed every production decision that followed.
The hockey rink disappeared.
Instead, we partnered with a Volume Wall studio and brought the world to Max—creating dramatic, cinematic environments inside a single controlled space without losing valuable production time to company moves or travel.
Then we rethought Max's performance.
Rather than asking him to deliver polished lines to camera, we recorded his voice in conversation while he was relaxed and comfortable.
Those honest moments became the emotional centre of the campaign.
The visuals created the scale.
His voice created the connection.
The Challenge
Omnipod wanted to introduce its partnership with Toronto Maple Leafs forward Max Domi in a way that felt different.
The campaign needed to promote Omnipod's insulin delivery system while cutting through the noise of both pharmaceutical advertising and sports marketing.
There was one catch.
We had less than two hours with Max.
In that time, we needed to capture:
A national commercial
A documentary-style interview
Digital billboard photography
A charity partnership announcement
The original plan was straightforward.
Film Max skating around an empty arena before moving into the locker room for interviews.
It would've worked.
But it would've looked like every other commercial featuring a hockey player.
The Result
In less than two hours, we delivered a complete campaign.
A national commercial.
A documentary-style interview.
Digital billboard photography.
A charity partnership announcement.
More importantly, we created work that didn't feel like a pharmaceutical campaign—or another hockey commercial.
It felt personal, cinematic, and worthy of the story it was telling.
