Path to the Draft
Royalty × Isaac Howard & Ryan Chesley (Docu-Series)
Royalty, an apparel brand deeply embedded in hockey culture, wanted to create content their audience would actually want to watch — not just ads disguised as stories. With two of their top athlete-ambassadors headed to the NHL Draft, the brand turned to Tale to **concept, capture, and deliver a story that blended authenticity, athletic identity, and brand alignment.**
The catch? The draft only happens once. We had to capture it *live*, in real time, across multiple cities, families, and moments—with no do-overs.
Tale developed the entire narrative framework for the campaign—**Path to the Draft**—and led all production across Minneapolis and Montreal. We filmed over several weeks: at home with family, at team practices, out on the lake, and inside the draft venue. We captured the emotional highs, the personal backstories, and the moment each player heard their name called. Every second had to feel real—and land with Royalty’s audience.
Deliverables:
3 Hero Episodes (~40 min total runtime)
3 Short-Form Cutdowns (12K+ views each)
1 Trailer (12K views)
20+ Editorial Images
Full Rollout Strategy + Distribution Support
The series delivered over 157K+ organic views across all formats—becoming one of Royalty’s most watched campaigns to date.
It positioned the brand at the emotional center of a major cultural event, aligned them with two of the nation’s top players, and helped solidify Royalty’s role as a true platform for athletes.
Next projects.
(2016-25©)
