Canadiens.
Three commissions, one team. A streetwear install built from twelve painted goalie sticks, the Vert le but key visual, and live paintings on game nights at the Bell Centre. Hockey, treated like street culture.
Hockey as
street culture.
It started with Off the Hook in 2016: a high-end streetwear capsule with the Canadiens, and a launch that needed more than a visual. I brought an original painting and the centerpiece: twelve goalie sticks repainted head to toe in the team's colors and graphic codes, arranged into a single sculptural wall — half gallery install, half locker-room relic.
In 2023 the Canadiens and Banque Nationale handed me the key visual for Vert le but, their eco-themed home game: a fan pushing off on a skateboard through Montréal — Mont Royal, the metro, wind turbines, the new BN tower — every element moving in the same direction. And on game nights, live paintings at the Bell Centre: original pieces built in real time while the crowd watches.
"The Keep Pushing series is about falling, getting back up and pushing forward. Turning that into a rink-wide message was the most natural brief I've ever had."
Vert le but — Canadiens × Banque Nationale, 2023
The city,
inside the crest.
Vert le but — Canadiens × Banque Nationale
Banque Nationale wanted a Soirée Vert le but that spoke to the city, not to the sponsor. So the whole of Montréal went inside the CH crest — metro, bikes, boards, the river — one key visual that had to hold on a jersey, on the ice and on the scoreboard.
Painted
in public.
Live, in front of the crowd
Live painting flips the process inside out: no eraser, no undo, a crowd watching every stroke. The outlines go down first, the color commits in real time, and the piece has to land before the final buzzer. Everything I learned on walls, compressed into three periods.
LIVE — IN FRONT OF THE CROWD
THE MATCHUP
ON THE BROADCAST
CH VS DALLAS
From the shop
to the ice.
The stick install, start to finish
The NHL's most storied franchise doesn't need decoration, it needs energy. Three different briefs, three different formats — the same graphic language carried them all.