08/10/20: Undefined Creative talks NHL restart


Medias First Morning Read
Monday August 10, 2020

As the NHL heads to the next phase of the post-season, its “Return to Play” at the top of the month scored with fans and delivered some new records for the sport, offering fans a new presentation from the league and its broadcast partners, leveraging video, audio and lighting to vary the way each game looks. Instead of cardboard cut-outs filling seats, viewers saw LED screens, monitors and stages around the ice for a unique, television-friendly feel. The league tapped the talents of Undefined Creative, a creative partner of the NHL for over 10 years, to produce the extensive array of motion graphics required for its “Return to Play.” With over 1,000 individual deliverables, this package consists of 20 unique animations in three screen sizes for each of the 24 teams, as well as sets of generic NHL, Eastern/Western Conference and Stanley Cup elements.

Cynopsis Sports asked Maria Rapetskaya, founder and creative director of Undefined Creative about the task.

Rapetskaya on the challenge: In my opinion, the biggest challenge was the timeline, especially given the volume of work. We knew this was a possibility, but serious discussion really began just before July 4th weekend. At that point, the game dates were still being finalized. Our client team had no idea if the screens between the two cities would be the same sizes – thankfully they were able to standardize, otherwise the volume of deliverables would be near doubled. We started production on July 6, and July 20th was the original deadline, giving us two weeks to produce roughly 15 animated deliverables per team x 24 teams, plus NHL and Eastern/Western Conference elements and generic animations. Just managing renders, quality control and delivery in such volume over a short period of time is significant for a studio of our scale. For added stress, we delivered most of the package before it could be tested on-site. And of course we knew that the list of requests was going to evolve and grow as we got closer to the games, since there was no way to predict every need.

On delivery: I’ve never been afraid to say “no” when that is in fact the right (and sane) answer. We were selected for the project because we had been working on another animation package for the NHL which the League thought could serve as a great basis for Return to Play. That meant we got a head start with approved creative. Yet the existing project was not built to churn out content at this pace or volume. In our initial conversations we set realistic expectations and discussed the limitations of existing elements, especially since the creative needed to be reimagined to fit new content requirements and dimensions. As we progress through the games and evolve the project, we continue to remain honest about what we can and cannot promise. I think that’s critical for both maintaining a positive working relationship and delivering good results.

On transparency: Being very upfront with our client set up a great foundation. Transparency and honesty on a crazy job like this one makes all the difference. Once we come onboard, it no longer matters who’s the vendor, who’s the client. It’s about the bigger picture and greater responsibility. At some point, sitting in my home office, I thought: “We are working on this awesome event that will make people happy.” And from one point of view, given our current global situation, that can sound quite trivial. Yet, after months of stress, sickness, lockdowns, this is exactly what brightens people’s lives. It signifies some return to normal, a welcome distraction from this collective “Groundhog’s Day” we’ve been through. Not delivering or under-delivering and letting down a client is never OK, but this one felt especially high-pressure.

On creating the feel: We are working with 24 teams – that’s 24 unique brands, plus the NHL brand. Some have multiple colors and some have one, plus white. So how do we make this cool, flashy, fun, different while also a template that works well with each? Together with our NHL partners we had to decide from the start where to push the envelope a bit more and what types of treatments and animation were off the table. And, as I mentioned earlier, we had no idea of how this would actually translate to the arena. I’ve worked on scoreboards and live events for years, but usually there’s an opportunity for a site visit, or at least we’re working with people who have seen the setup and can speak to what works and doesn’t. Here, all we had to go on was our professional experience and best judgement. I couldn’t even propose the idea of flying to Toronto to review in person so I could send back adjustment notes to my team.


With its Florida-based MLS is Back tournament wrapping up, MLS revealed its plans to resume its regular season in home markets, with the first game set to take place on Aug. 12. The league also announced its playoff format, with 18 teams qualifying for the postseason, leading into the MLS Cup final on Dec. 12. Each team will play 18 additional games, for a 23-game regular season with the “majority” of games held without fans in attendance. “I would like to thank everyone involved with the MLS is Back Tournament — players, coaches, staff and partners — for their role in helping us recapture the momentum we had at the beginning of our 25th season and reconnect with our passionate fans,” MLS commissioner Don Garber said, per ESPN.

The Mid-American Conference became the first FBS conference to pull the plug on fall football, announcing that the league would postpone its entire fall sports season. The MAC is now looking at moving all affected sports, including men’s and women’s cross country, men’s and women’s soccer, field hockey and women’s volleyball as well as football, to Spring 2021, if possible.

FOX Sports and Premier Boxing Champions unleashed the remaining televised schedule for 2020, anchored by five FOX fight dates, one Pay-Per-View as well as 11 FS1 telecasts. Highlighting the slate will be Errol Spence Jr. placing his unified championship belts on the line when he faces two-division champion Danny Garcia on Pay-Per-View on Nov. 21. FOX’s portion will take place on Aug. 22, Aug. 29, Sept. 6, Nov. 7, and Dec. 26.

ABC carries the NBA’s Western Conference play-in game on Aug. 15 at 2:30p where the conference’s eighth and ninth seeded teams will battle it out for a chance to play in the 2020 Western Conference Playoffs. If the eighth seed team wins Saturday’s matchup, that team will advance to the playoffs. If the ninth seed wins, a second game will be played on ESPN on Aug. 16 at 4:30p.

On the ratings front, ESPN’s live coverage of the third round of the PGA Championship on Saturday, averaged 2,028,000 viewers, for a 71% markup over third round coverage in 2019. The telecast ranked as the most-viewed PGA Championship third round on cable since 2005 and ranks as cable’s fourth most-viewed on record. ESPN’s entire PGA Championship coverage through three rounds is averaging 1,603,000 viewers and 382,000 within the Persons 18-49 category, up 30% and 49%, respectively, over last year, making it the most-viewed three rounds since 2010 and the second most-viewed in 10 years.

Speaking of golf, Ian Woosnam joins David Feherty on Feherty presented by Farmers Insurance tonight at 9p on GOLF Channel. Monday’s world premiere episode will continue the resumption of the series’ 10th season, as the first of four new episodes airing Monday nights on GOLF Channel over the next four weeks. Each interview was filmed prior to production for the show being suspended due to COVID-19.

Baseball’s return propelled YES Network to gains, with viewership of YES’ Yankees games this season rising 20% to hit 326,000 average viewers with the new season. Viewership of YES’ Yankees games is up 126% among millennials (Persons 18-34), according to Nielsen, with viewership of YES’ Yankees games also up 63% in the Persons 25-54 demo.

The Seattle Kraken hired Everett Fitzhugh to serve as the club’s first broadcaster, making him the first Black team broadcaster to hired by an NHL franchise, per ESPN. He has spent the past five seasons as the director of media relations and broadcasting for the Cincinnati Cyclones of the ECHL and was play-by-play broadcaster for the club.

A lineup of 26 different broadcasters signed on to take part in the new YouTube series My Top 5, with talent set to include Kenny Albert, Tim Brando, Ian Eagle, Andrea Kremer, Steve Levy, Curt Menefee, Chris Myers and more. Created by Eric Mirlis, author of the book “I Was There!”, the series opens Tuesday with 17 people naming their “My Top 5 Favorite Athletes Growing Up”.

The Ways You Can Include Us & Build Long Term Partnerships

Thursday, AUG 27 | 1:00-2pm ET

“Black owned media is not supported by many companies and that is the very definition of systemic racism. Let’s use this opportunity to work together and achieve a positive change.” –Byron Allen, Chairman & CEO, ALLEN MEDIA GROUP

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The Beijing 2022 Winter Olympics and Paralympics inked Sankeshu Paint to a partnership and named the brand as official exclusive paint supplier for the Games. So far, the local event’s organizing committee locked in 33 sponsors with ten officially designated “partners”: Bank of China, Air China, Yili, Anta, China Unicom, Shougang, PetroChina, Sinopec, State Grid, and PICC.


Major League Baseball reportedly scored several new streaming records for the amended 2020 regular season with the league touting 1.3 million total unique users for its MLB.TV out-of-market streaming package, up 11% over the comparable period in 2019, with a record 12.8 million total games watched, up 12% over 2019.

Global sportsbook operator PointsBet signed a multiyear sports betting partnership with Kroenke Sports & Entertainment that will see the brand partner with the Denver Nuggets, Colorado Avalanche, the National Lacrosse League’s Colorado Mammoth as well as the Pepsi Center. The deal spans across the entire gaming category, including retail and online sports betting, daily fantasy, online casino, and free-to-play games.

For Soccer Ventures announced that The Best Soccer Show will make its debut on Wednesday on the FSV Podcast Network with hosts Jason Davis and Jared DuBois. “It is a pleasure to get this show back on the air and to have a legend like Earnie join us for the launch show to talk about the MLS bubble success and the future of the sport in America” Davis said. “Even during the pandemic the amount of interest in the game has not diminished as we have seen by the viewing numbers, and we are excited to get the discussion going.”


The Global Esports Federation saw Ireland Esports, the official governing body of esports and gaming in Ireland, sign on as the org’s newest member. Since launching in Dec. 2019 in partnership with Tencent, GEF now boasts members representing over 55 countries.

The World Showdown of Esports lined up WSOE II: Tekken 7 & SoulCalibur VI, with Tekken 7 caster Reepal “RIP” Parbhoo, SoulCalibur VI casters Zachary “N3cromaster” Unger and Mark “MarkMan” Julio on-board as talent. The tournament series, sponsored by the United States eSports Federation will see the West Coast qualifying matches held on Aug. 29 with finals Sept. 5, followed by the East Coast qualifiers on Aug. 30 and finals Sept. 6.

Cynopsis Sports Media Awards …are going virtual!
August 12 / 2PM ET /

In addition to award finalists (see who made the cut), we’ll spotlight this year’s Luminary Award Honorees being recognized for their stand out work in improving the space while executing successful campaigns + initiatives during a time when the sports industry has been turned on its head.

[Sponsored By] Twitch
[Supporters] WWE, BLOK Sports, SiriusXM, NBCSports, Showtime

On this Day
1901: The White Sox’ Frank Isbell strands a record 11 base runners.

In the Know
Which NBA player is also known as hip-hop artist and rapper Dame D.O.L.L.A? (Email [email protected] with your answer and be sure to include your name, company and city).

Answer to Our Last Sports Trivia Question
Which sports franchise has a mascot known as the King Cake Baby? Answer: New Orleans Pelicans. Kudos: Michael Ritz-Lenox Advisors/NY; Cory Angerthal-AMC Networks/NY; Kathi Gillin/North Wales; Roger Furman-Sports Marketing Communications/Greentown; Synda Kollman-Charter Marketing Group/Boca Raton; Andy Pittman-TAMU/College Station; Travis Wacker-ESPN Chicago/Chicago; Tom Moore-Kalt Productions/LA; David Westberg-SAG-AFTRA Credit Union/Burbank; Lorrie Shilling/El Segundo; John Baghdassarian-Olympusat/LA; Miriam Aardahl-OMD/LA

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CD w/a strong eye to oversee dev of original programming for Magnolia partnering with Chip & Joanna Gaines. Build new talent and concepts across varying platforms. 7+ yrs network/production exp req’d. Full info HERE (8/24)

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Newsmax Media/Washington D.C.: Seeking proven on-air reporter, in possession of an already-developed contact list, including many “who’s who” leaders in Congress, and related government agencies. Min 3 yrs exp with outstanding writing/production skills. Full info HERE (8/21)

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Responsible for the production and execution of live political news programming, and recorded video segments for television, and digital platforms. 3+ yrs experience line producing. Full info HERE (8/19)

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Omnia Media/LA or NY: Seeking individual to sell a portfolio of social and digital ad products, including custom branded content, video spons, programmatic inv and influencer mktg. With a strong grasp of video games/gaming culture, and dig platforms. 4 yrs exp in video content/dig media. Full info HERE (8/15)

VICE Media/Brooklyn, NY: Seeking experienced editor for cutting trailers, TV campaigns, digital spots/campaigns, special content and in-house reels. Must have 5 yrs exp, be able to thrive in a fast-paced environment as well as prioritize on-going assignments. Full info HERE (8/15)

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