In 2024, we partnered with the Edmonton Elks to create a high-energy, fan-first conduct video that broke away from traditional stadium messaging. Instead of a standard PSA, the Elks wanted something fun, unforgettable, and uniquely Edmonton. Enter Mad Dog—a fictional, overly rowdy fan whose antics on game day helped set the tone for what not to do at Commonwealth Stadium.

Filmed on-location—including a memorable streaking scene right on the turf—the video mixed comedy with clear guidelines, connecting with fans through humour rather than lecture. The project gave us full creative freedom to develop something that both entertained and informed.