VisualGPS Creative Trends Culture Picturing the World's Fastest Team Sport

Ice hockey presents unique opportunities for storytelling
Ice hockey is considered to be the fastest team sport in the world so capturing it takes a special team! While the speed of the game makes it visually stunning, it also presents a significant challenge when shooting it. This is why it’s very rare to find a fully released shoot that you can use in your marketing and advertising materials.

Yet ice hockey visuals can help you connect deeper with your audience.  While Canada and the USA dominate the sport, the game's appeal is growing with organised leagues thriving across Europe and Japan. The potential for storytelling around themes like teamwork, connection, community and wellbeing which resonate with audiences today makes it a compelling subject. And we have just the shoot for you!

Meet Simon Kržič: The visionary behind the lens
Creator Simon Kržič was the right visionary for this ambitious project due to his exceptional organisational skills and meticulous attention to detail. The pre‑production phase kicked off in February 2020, focusing on finding a suitable venue, recruiting professional players, designing team apparel and creating advertising logos for the ice rink. Unfortunately, the COVID‑19 pandemic forced a suspension of these plans, with production finally resuming in March 2024.

Strategic filming for maximum impact
Filming stretched over three long days, where keeping the crew and equipment warm was a constant crucial concern. Some cameras even required breaks to warm up before resuming their duties, showcasing the logistical challenges faced during production. This means that thorough pre‑production planning was key so the team could capture the same action from several viewpoints and shot sizes. Having this range provides you with a variety of choices, enabling you to select the best angles for your edits or combining several shots for seamless matching coverage. 

Emphasising inclusion
The journey of capturing ice hockey is not just about the action on the ice—it’s also about weaving a narrative that connects with audiences on multiple levels. Remember, the power of sport is all about belonging and bringing friends, families and people together. This is why this shoot also makes a conscious effort to feature spectators representing fans from all walks of life enjoying the game. According to Getty Images' VisualGPS research, 60% of respondents said that if the sports industry did a better job of including people from diverse backgrounds in their ownership, leadership, coaching, employee base and fans, more people would consider participating. This is why great care was taken in the casting of spectators to be inclusive of gender, age and family groups so that it connects authentically with today's consumers. 

Through careful planning, a focus on inclusion and a great commitment to craft and quality, this shoot really hits the mark with a great range of compelling stories that ice hockey has to offer.