Director Ritesh Gupta, repped in the U.S. by Merman Branded, is back behind the camera for the NHL’s latest round of its celebrated “The Next Golden Era is Now” campaign from Highdive and edited by Cutters. The league continues to lean into contemporary culture, humor, and personality-driven storytelling to spotlight just how electric today’s game has become.
This season’s work includes two new spots: “Work From Home” and “Day in the Life.” Both films blend current cultural trends with the league’s biggest stars, showing fans a less filtered side of NHL talent.
“Day in the Life” stars Bedard and Marner again, joined by Adrian Kempe (Los Angeles Kings), Nick Suzuki (Montreal Canadiens), Macklin Celebrini (San Jose Sharks), Victor Hedman (Tampa Bay Lightning), and Matthew Knies (Toronto Maple Leafs). Watch below:
“Work From Home” features Jack Eichel and Mitch Marner of the Vegas Golden Knights, Matt Boldy of the Minnesota Wild, Connor Bedard of the Chicago Blackhawks, Sidney Crosby of the Pittsburgh Penguins, and Travis Sanheim of the Philadelphia Flyers.
“This campaign has been incredibly rewarding,” Gupta said. “The players were amazing — they totally embraced the concept and even improvised moments like the spitball shot at the end of the first spot. Highdive delivered some of the best scripts I’ve ever worked with, and we pushed it even further this time: smarter, sharper, and funnier. The NHL and Highdive are true collaborators. We really scored another hat trick with this series.”
Gupta also directed last year’s breakout spots featuring Gen Z NHL stars ribbing the idea that their generation is “lazy,” a campaign that helped propel the league to Ad Age’s Marketer of the Year 2024 honor.
A former award-winning sports journalist turned Emmy-nominated filmmaker, he’s built a reputation for culturally resonant, emotionally charged storytelling. His past collaborations include Budweiser’s Dwyane Wade: This Bud’s for 3 and Beats by Dre’s You Love Me. His honors include two Emmys, four Webbys, six AICP awards, eight Cannes Lions, 25 Clios, and Ad of the Year wins from ADCOLOR, The ANDYs, and The Immortal Awards.
Both new NHL spots — including “Day in the Life” and “Work From Home” — are now live, with more to come as the season unfolds. The NHL plans to roll out additional films throughout the season.
CREDITS:
BRAND: NHL
- SVP, Marketing & Branding: Casey Hall
- VP, Marketing: Josh Dubin
- Sr. Marketing Manager: Charlie Keuchler
AGENCY: Highdive
- Head of Production: Jen Passaniti
- Group Creative Director: Patrick Seidel
- Group Creative Director: Chris Rose
- Executive Producer: Luke LiManni
- Freelance Executive Producer: Jenny Hoffman
- Senior Art Director: Erin Nedelman
- Senior Copywriter: Tim Flemke
- Junior Art Director: Coco Loomis
- Junior Copywriter: Sarah Solovy
- Art Director: Ryan Almond
- Copywriter: Andy Frank
- Senior Art Director: Sydney Cohen
- Senior Copywriter: Jordan Fischel
Company: Merman Branded, LLC
- Director: Ritesh Gupta
- Global Managing Partner: Ellen Clarke
- Global Managing Partner: Kira Carstensen
- Executive Producer: Jessica Miller
- Producer: Andrew Scrivner
- 1st AD: Sean Harner
- Director of Photography: Eric Koretz
- CLT: Joshua Hensley
- Key Grip: Rick Grover
- Production Designer: Bill Bittmann
- HMU: Stephanie Peterson
- Wardrobe: Joslene Ginn
Edit: Cutters Studios
- Editor: Billy Montross
- Assistant Editor: Christian Leontios
- Executive Producer: Patrick Casey”
ALSO READ:
ALDI USA x Brian Billow save holiday spirit in new creative
